Brewtroleum
DB Export2015
Brewtroleum is a 2015 business action and campaign for DB Export, created by Colenso BBDO, Auckland.
The line
Drink DB Export. Save the entire world.
Why it works
A beer that came with its own petrol. With New Zealand beer consumption at its lowest since the Second World War, DB Export and Colenso BBDO gave drinkers a noble-sounding excuse: the yeast left over from brewing was turned into a biofuel and sold with fuel partner Gull as Brewtroleum. According to the award entry, 300,000 litres went on sale at 62 service stations plus a flagship Brewtroleum station, with the brand claiming 8% lower carbon emissions than regular petrol. The pitch was a joke with a working product behind it: drink more beer, help save the world. It is studied as a business action that turned a waste stream into the campaign itself and made petrol pumps into ambient media. DB's marketing director said it made Export the fastest-growing beer brand of 2015. It won the Outdoor Grand Prix at Cannes 2016, after narrowly missing the Promo & Activation Grand Prix, plus New Zealand's Grand Effie, a Grand APAC Effie, two D&AD Yellow Pencils and a White Pencil.
Techniques
- Humour Offers drinkers a tongue-in-cheek noble excuse, drink more beer and help save the world, with a working fuel behind the joke.
- Purpose and cause Turns leftover brewing yeast into a biofuel sold at service stations, claiming lower carbon emissions than regular petrol.
- Guerrilla and ambient Uses petrol pumps as ambient media, with the beer's own fuel on sale at stations and a flagship forecourt.
Sources · 4
Updated
