DB Export: Db Export Beer Bottle Sand [image]

Credits & Description:

Title: Db Export Beer Bottle Sand
Agency: Colenso Bbdo
Brand: Db Breweries/Heineken Nz
Country: New Zealand
Entrant Company: Colenso Bbdo, Auckland
Advertising Agency: Colenso Bbdo, Auckland
Media Agency: Phd, Auckland
Pr Agency: Spark Pr & Activate, Auckland
Production Company: Raydar, Auckland / Native Audio, Auckland / Finch, Auckland / Union Digital, Auckland
Creative Chairman: Nick Worthington (Colenso Bbdo)
Copywriter: Simon Vicars (Colenso Bbdo)
Art Director: Brett Colliver (Colenso Bbdo)
Art Director: Andre Sallowicz (Colenso Bbdo)
Head Of Account Management: Angela Watson (Colenso Bbdo)
Operations Director: Paul Courtney (Colenso Bbdo)
Head Of Planning: Andy Mcleish (Colenso Bbdo)
Experiential Business Director: Nick Harvey (Colenso Bbdo)
Head Of Broadcast: Jen Storey (Colenso Bbdo)
Managing Director: Andy Routley (Db Breweries/Heineken New Zealand)
Senior Strategist: James Tucker (Colenso Bbdo)
Executive Creative Director: Andy Blood (Colenso Bbdo)
Senior Designer: Brent Courtney (Colenso Bbdo)
Group Business Director: Brodie Reid (Colenso Bbdo)
Business Director: Mitch Lovich (Colenso Bbdo)
Senior Account Manager: Neil Walker (Colenso Bbdo)
Account Executive: Robert Vela (Colenso Bbdo)
Senior Producer: Scott Chapman (Colenso Bbdo)
Production Coordinator: Adnaan Narot (Colenso Bbdo)
Experiential Account Manager: Kath Doubleday (Colenso Bbdo)
Senior Editor: Mike Hammond (Colenso Bbdo)
Executitve Producer: Karen Bryson (Finch Company)
Director: Wade Shotter (Finch Company)
Producer: Amy Dymond (Finch Company)
Marketing Director: Sean Odonnell (Db Breweries/Heineken Nz)
Senior Marketing Manager – Mainstream Brands: Tony Wheeler (Db Breweries/Heineken Nz)
Brand Manager – Db Export: Heath Dickson (Db Breweries/Heineken Nz)
Synopsis:
Mainstream beer consumption is in steep decline globally, nowhere more so than in New Zealand where it is at its lowest since World War 2. Kiwi blokes didn’t need another cliché beer ad. What they needed was a brilliant reason to drink more beer. So that’s what we gave them. We set about creating a way that people could save the planet by doing what they love, an idea that would help men justify drinking more beer by turning drinking into a selfless act of sustainability. DB Export Beer Bottle Sand. In doing so, we created an entire new layer of permissibility around DB’s products.
Outcome:
The machines (and their social media connectivity) helped drive a huge response. Our drinkers emptied 13 million bottles - helping DB Export become the only mainstream beer to grow in value and volume. In a category declining at 6%, DB Export sales increased by 9%.Thanks to our drinkers, Beer Bottle Sand was supplied to construction companies, roading projects, golf courses, and drainage companies around the country. A two year deal to supply Beer Bottle Sand to Drymix (New Zealand’s largest concrete producer) has seen us create our own brand of eco-concrete, sold to consumers through the country’s biggest home improvement chain (104 stores). Requests for our machines have come from as far away as Japan, with scoping to supply Dubai with 500 machines currently underway.Thousands of user-generated videos were shared from machines, with our campaign video receiving 53 million views and 700,000 shares.
Strategy:
Men aged 25-34 are the biggest beer consumers both in New Zealand, and worldwide. This demographic is often painted as self-centred, blokey, and prone to moments of stupidity and short-sightedness. But our research into our core target market unearthed some more noble traits than the usual clichés suggest. We discovered that these men want to make a difference. They want to make their mark on the world and are more invested in their environment than we give them credit for. Sure, they’re still often blokey. Still prone to moments of stupidity but with underlying character traits that gave us a great way in.The simple call to action across all of our work – drink DB Export, save our beaches – created a fun permissibility around beer drinking. It allowed NZ men, who had been turning away from the beer category to feel good about themselves for choosing us.
Campaign Description:
The world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as result two thirds of the world’s beaches are retreating. Desert sand is too fine to be used in construction, sending the demand for beach sand soaring. A billion-dollar black market has resulted in the illegal extraction of sand from Sierra Leone to Singapore. Sand is the second most exploited natural resource on the planet and takes hundreds of thousands of years to regenerate. At the same time, global mainstream beer consumption is in decline. So we built machines that turn empty beer bottles into a sand substitute. To save their beaches, we asked New Zealanders to empty a bottle of DB Export. Made from desert sand, each bottle makes 200 grams of sand substitute. To make a difference we needed New Zealanders to empty as many DB Export bottles as possible!
Relevancy:
At the heart of this campaign were our DB Export Beer Bottle Sand machines. They turned bars, pubs and liquor stores into a promotional space for DB, and gave the campaign a clear and simple way for consumers to be involved. To make our Beer Bottle Sand we needed drinkers to get involved by emptying a bottle of DB Export. This was an ongoing brand promotion that people were happy to be involved with! Our fully branded eco concrete (made using Beer Bottle Sand) sold nationwide, adding yet another way for New Zealanders to get involved with our promotion.
Execution:
Our promotional campaign encouraged New Zealanders to take action. TV, outdoor, digital – even the labels on the bottles – everything directed drinkers to take one simple action: empty a bottle of DB Export. The more empty bottles we had, the more sand substitute we could create. The machines toured bars and events all over the country. Each machine turns a bottle of DB Export into sand in just 5 seconds. As the bottle is pulverised a vacuum system removes contaminants like plastic labels, leaving behind 200 grams of sand substitute. We then partnered with New Zealand’s largest recycling company to create commercial quantities of our sand by combining our empty bottles with non-recyclable glass destined for landfill. For every 12 pack of beer sold in New Zealand, 3 bottles end up in landfill. DB Export Beer Bottle Sand kept both sand on the beaches, and glass out of landfill.