DB Breweries: I'm Drinking it For You

DB Breweries, a New Zealand-based brewing company, launched a low-carb beer in New Zealand by releasing a love song about all the romantic things you can do for your partner while holding a beer.

Campaign Purpose

We were tasked with releasing a new beer into an already crowded low-carb beer market; a market dominated by international beer brands who were running functional, health centric messaging aimed predominantly at men.

Campaign Objectives

Gain a significant market share in the first 6 months, or risk having the beer discontinued.

Campaign Strategy

Noticing that the overwhelming majority of low-carb beer drinkers are at home with their partners, instead of out partying with their friends, we took a different tact to our competitors - avoiding functional, health centric messaging, and instead focusing on what drinking a low-carb beer...

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