Colenso's best foot forward for fresh DB work

Colenso BBDO today launches its first major work for DB brand Export since winning the business from Saatchi & Saatchi without a pitch in August last year.

It revolves around a short film, with several cutdown version but also extends to a whole new product.

DB has brought back the original award-winning Export beer, in packaging (by Dow Design) that’s as close to the old real thing as possible – as a special edition for the brand’s 50th anniversary.

It ties in with the short film, which tells the story of the film star-esque brewer Morton Coutts (right) and the history of the beer brand. 

Go to the website to view the short film and other paraphernalia.

Colenso managing director Nick Garrett said the agency hopes the new work will do great things for DB as a business.

“This is the platform we want all future Export work to come from – including brand innovation and design.

“Hopefully it’s something that can stand the test of time for the next decade or so for all the advertising and marketing.”

Colenso planning director James Hurman said the brand had been in decline for many years and nothing could help stop the slide.

Research revealed the beer brand had little masculinity, little credibility and no story.

However, it still performed well in blind taste tests.

“But the perception of the brand wasn’t good – they put girls in the ads for far too long and tried to position it around partying.

“The result, unfortunately, is little credibility, masculinity or history.”

The brand’s history was unknown, although anyone with School C probably remembers Sir Arnold’s “black budget” of 1958, when he laid the smack down on fun stuff such as beer and petrol. (Naughty Nordmeyer, right.)

That’s where the history of the beer comes in, but you can view the short film (which, incidentally, was voiced by BBDO’s Roger MacDonnell) to hear the full story.

“It seemed to have no history,” Mr Hurman said.

“Most people imagine it was invented in the 90s by the marketing department.”

Colenso couldn’t find anyone who’d admit to a fondness for the brown and foaming until one of the team came across a group of 16-year-old Remuera schoolgirls laughing it up on the side of the road one day.

“She asked them what they were drinking, and they said, ‘Export Gold – we love it!’

“That gives you some idea of the state of the brand.”

The agency visited Doug Banks, who’s been a brewer there for 40 years and knows the history off the top of his head.

He even whipped up a few pints of the original recipe from the 1960s for the agency to taste.

The result is the limited edition release with original-style packaging, the massively excellent short film and a series of print ads (see below for images).

“It’s an amazing story of a genuinely innovative New Zealander doing something extraordinary,” Mr Hurman said.

“It’s a great story with heroes and villains and the fight for the common man. It had just never been told before.”

And it’s a true story – not something contrived.

“So often agencies and marketing departments strive to create stories or put an artistry to story-telling that may not necessarily have been there,” Mr Garrett said.

“But this time there is a story and we’ve been able to bring it to life in quite an impactful way. It’s nice to remind New Zealand a bit about its history.”

The new-old packaging as seen in the film.

Morton's on the case.

Coming soon to a web browser near you.

Warning: Beer may lead to enlightenment and happiness.