New Zealand was once a nation of proud, beer-drinking men.

They still enjoyed simple pleasures; playing and watching sport, making things, catching things, spending time with their mates, having a beer and coming up with far-fetched ideas that would ‘change the world’.

But, in recent years, beer consumption had slumped.

In order to keep sales volume up, price was having to come down. Not a great place for a brand.

Following a 15% sales decline across H1 2015, we were charged with delivering 5% sales growth YOY for New Zealand beer, DB Export.

We were also asked to positively shift the following brand metrics:

1. ‘Great brand for me’ - from 7% to 10%

2. ‘Innovation’ - from 9% to 11%

3. ‘Approval’ - from 7% to 9%

‘Saving the World’ wasn’t an objective.

But we made it one anyway.

INTRODUCING BREWTROLEUM

To remove cynicism around ‘Is it for real?’ we first seeded the story with all local media platforms who doubted that a local beer brand could do something as ridiculous as turn beer into petrol.

TVOne News covering the live pilot to see if Brewtroleum actually worked (it did).

We then looked for anything media-related that could be powered by Brewtroleum and powered it - including the entire production of a local comedy show.

MAKING IT REAL

We created a physical presence for the brand through a partnership with Gull petrol stations. Brewtroleum was rolled out to 62 stations nationally for six weeks via a branded Brewtroleum petrol tanker and pumps – creating another media channel in itself.

AMPLIFYING THE STORY

Kiwi men were then recruited to join our movement through TV, digital video, social and media partnerships – driving awareness and delivering longevity.