We needed to remind mainstream beer drinkers that DB Export was the perfect everyday beer choice for everyday Kiwi blokes.

Instead of following the category conventions of bombarding Kiwi blokes with clichéd beer campaigns that try to give them a rational REASON to pick one brand over another, we went in a completely different direction.

We were in a position to give them a playful, but noble, EXCUSE to drink DB Export.

BREWTROLEUM.

We created the world’s first ‘beer by-product’ petrol by turning leftover yeast slurry into 300,000 litres of planet-saving biofuel - DB Export Brewtroleum - and convinced a national petrol station chain to sell it.

DRINK MORE BEER. SAVE THE WORLD

It was the ultimate incentive to buy.

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.

The campaign was seen by 96% of New Zealand men.

By giving them a worthy excuse to drink more beer, we achieved all of our objectives.

Against a target to grow DB Export sales +5% YOY, sales since the campaign launch are up 10% YOY.

But more importantly the product is selling at a higher price point, which has a far greater effect on profit.

DB Export is now the fastest growing brand in the DB portfolio, with growth more than doubling that of hero brand Heineken and becoming the best selling beer in New Zealand.

Brand measures have also improved significantly:

‘Great brand for me’

Target: from 7% - 10%:

Achieved: 12%.

‘Innovation’

Target: from 9% - 11%

Achieved: 14%.

‘Brand Approval’

Target: from 7% - 9%

Achieved: 10%.

SAVING THE WORLD:

That objective is ongoing but we continue to do our bit.

One beer at a time.