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.

INTRODUCING BEER BOTTLE SAND

We seeded the initiative to media via a press release and branded film, media were encouraged to cut their own version of the video. The original film was then seeded on social gaining 53 million organic views.

MAKING IT REAL

We created a physical presence for the brand through a partnership with Mitre 10 – NZ’s largest DIY retailer. Beer Bottle Sand was stocked in 45 outlets nationwide.

We negotiated inclusion of a building challenge using Beer Bottle Sand on popular NZ renovation show ‘The Block’ and used building wraps of construction sites to communicate that they were using our sand in construction.

AMPLIFYING THE STORY

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