How do you make low carb beer compelling? Probably not with a traditional commercial.
Colenso BBDO and DB Export were unlikely to do one of those anyway. They’ve already wowed the world – and given people licence to drink beer – with their serious solutions to world’s environmental problems, Brewtroleum and Beer Bottle Sand. Now they’re wowing people – and giving them a licence to drink beer – with a not at all serious solution to the eternal problem of romantic love, I’m Drinking It For You. And they’ve launched it just before Valentine’s Day.
It’s a romantic ballad about choosing low carb beer for the one you love, with a humorous music video to underline its message (and appeal).
(Note: it also breaks new ground by recognising male and female drinkers equally.)
The video stars Keshia and Tom, who recorded the single, and perform in the music video.
The song is available on all major streaming platforms, including Spotify and Apple music, and is accompanied by a full campaign to bring our nation closer together that includes beer bouquets for couples to give each other on Valentine’s Day, a remix of the song that plays in gym classes while people cut their rig for their partners, live performances of the song around the country, dedication hours on the radio, karaoke beer tastings, and a digital service that lets fans write their own lyrics and send them as a digital singing telegram to their loved ones.
I’m Drinking It For You has already reached #2 on the New Zealand music charts, five days after its release.
Beth O’Brien and Thom Darlow, the Colenso BBDO creatives behind the campaign, commented, “It’s great to see a beer brand give a one-handed salute to stereotypes, and speak to everyone equally. This work is a huge leap forward for beer advertising in NZ.”
Damien Shatford from Sweetshop, who directed the music video, commented, “R&B is the best! I always knew it stood for romance and beers.”
Fiona King, managing director and executive producer of Sweetshop added, “We love romance, great beer, and stories at Sweetshop. All inseparable. It was an absolute pleasure to acknowledge that drinking beer has a rightful higher purpose.”
DB Export senior marketing manager, Tony Wheeler, noted, “DB Export Gold Extra Low Carb is the delicious, full-flavored answer to the divided state of the modern world.”
Agency: Colenso BBDO
Production Company: The Sweetshop
Director: Damien Shatford
Sound Design & Mix: Liquid Studios
Music Production: WorldPeace.fyi
Online: The Machine Room
Client: DB Breweries
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Tony Wheeler