Save our Beaches

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Title

Save our Beaches

Advertiser:

DB Breweries

Year:

2017

Source:

Clio Awards

Product Category:

Beverages - Alcoholic

OOH Format:

Place-based

Country:

New Zealand

Objective:

While global beer consumption is declining, DB Export beer needed to find a solution to counter this problem.

Target Group:

Beer drinkers in New-Zealand.

Strategy and Media Used:

The world is running out of beach sand and with this global issue, DB Export identified a business opportunity. They created crushing machines designed to help save New-Zealand beaches. The machines were built exclusively to turn DB Export beer bottles into sand for construction sites. They toured bars and events all over the country.  Each bottle of DB Export made 200 grams of sand within 5 seconds. The sand created was then supplied to construction companies and also used to make eco concrete sold in home improvement stores.

Results:

13 million bottles were emptied by New-Zealanders. DB Export saw a 9% growth in a category declining at 6%. Over 100 home improvement stores sell the DB Export eco concrete. The brand made a 2 year deal to supply beer bottle sand to New-Zealand’s largest concrete producer.