DB Export: I'm Drinking It For You
DB Export needed to boost its low-carb beer, DB Export 33, in a competitive market. The client sought to make the product more relatable and relevant to mainstream beer drinkers, overcoming the often-earnest category messaging. The goal was to increase brand appeal and sales by connecting with consumers authentically.
Creative Idea
A couple sang a romantic parody about drinking low-carb beer for each other's looks.
A romantic music video parody featured a plus-sized couple singing about drinking DB Export's low-carb beer for each other's looks. This self-aware, humorous take on vanity and health effectively differentiated the brand by embracing an honest, relatable absurdity within the low-carb category.
Creative Strategy Deconstructed
Company
DB Export, with its low-carb beer (DB Export 33), possessed a brand identity known for honest, often self-deprecating, Kiwi masculinity.
Category
Low-carb beer advertising typically promoted aspirational fitness or subtle health benefits, often avoiding direct, self-aware discussions of vanity.
Customer
Consumers felt the tension between wanting to enjoy beer and societal pressures regarding health and appearance, appreciating relatable, honest humor.
Culture
A cultural shift towards body positivity and self-aware humor allowed for challenging traditional advertising's perfect ideals with relatable honesty.
Company
DB Export, with its low-carb beer (DB Export 33), possessed a brand identity known for honest, often self-deprecating, Kiwi masculinity.
Category
Low-carb beer advertising typically promoted aspirational fitness or subtle health benefits, often avoiding direct, self-aware discussions of vanity.
Strategy:
Embrace the honest, self-aware tension of drinking low-carb beer for vanity to differentiate from aspirational norms.
Customer
Consumers felt the tension between wanting to enjoy beer and societal pressures regarding health and appearance, appreciating relatable, honest humor.
Culture
A cultural shift towards body positivity and self-aware humor allowed for challenging traditional advertising's perfect ideals with relatable honesty.
Strategy:
Embrace the honest, self-aware tension of drinking low-carb beer for vanity to differentiate from aspirational norms.
Strategy Technique
Break a Category Convention
The brand deliberately moved beyond traditional beer advertising clichés. By championing inclusivity, it broke category norms to refresh its image and connect with a modern audience.
Explore Technique
Creative Technique
Make a Parody
The campaign uses a parody approach to challenge conventional perceptions of disability. It subverts expectations by showcasing ability through humor, making an empowering statement.
Explore Technique
