Sand is a precious commodity. It is used in everything from construction to pharmaceuticals, and as a result two thirds of the world’s beaches are retreating.
The world is running out of sand. Not desert sand, but unfortunately that is unusable for construction as the grain is too round. It can however be used to make bottles like DB Export Gold.
DB Export is once again turning to the collective power of beer drinkers to reverse the diminishing supplies of usable sand.
The brewery has built a fleet of machines that lets their drinkers turn their empty bottles into sand substitute instantly. DB Export Beer Bottle Sand will then be supplied to construction companies and commercial partners, reducing the country’s dependence on beach-derived sand.
To do their bit, New Zealanders simply have to empty a bottle of DB Export.
In New Zealand, 3 out of every 12 beers sold end up in landfill. This project also aims to keep recyclable glass out of landfill.
The Beer Bottle Sand Machines reduce an empty bottle of DB Export into sand substitute in just 5 seconds. As the bottle is inserted, a laser triggers a wheel of small steel hammers spinning at 2800rpm. As the bottle is pulverised a vacuum system removes silica dust and plastic labels, leaving behind 200 grams of sand substitute.
The brewery is in the process of finalising a two-year deal to supply DB Export Beer Bottle Sand to DryMix – New Zealand’s biggest producer of bagged concrete. Beer Bottle Sand will also be supplied to national roading projects, commercial and residential construction, right through to golf bunkers.
Colenso BBDO creative chairman Nick Worthington, commented, “Brewtroleum’s success came through finding partners who could make the idea more than advertising. We’re thrilled to partner with the country’s biggest construction companies to make DB Export Beer Bottle Sand a viable alternative to beach sand. And we’re excited to work with DB Export drinkers to ensure a reliable supply of empty bottles.”
Sean O’Donnell, marketing director at DB Breweries, “We can’t solve the problem alone but we knew we could do more to help. Our ambition is to help drive more recycling whilst looking out for the beaches which are an integral part of our Kiwi DNA. We’re proud to launch an initiative that can help us do our bit to protect our beaches for future generations.”
DB Export Brewtroleum production continues with a third batch of 30,000 litres set for release later this year through Gull petrol stations around the country.
Client: DB Breweries
Creative Agency: Colenso BBDO
Media Agency: PHD
PR Agency: Spark PR & Activate
Shopper Marketing Agency: Raydar
Digital Agency: Union Digital