PHD’s Campaign Showcase highlights some of the best work from across the PHD network. This week focuses on Brewtroleum, PHD New Zealand and Collenso BBDO’s campaign for DB Breweries. View the video – here.
PHD helped restore sales for New Zealand’s DB Breweries with a campaign that gave Kiwi blokes the opportunity to save the world…by drinking beer.
The idea at the heart of the campaign was to take the yeast slurry from the DB Export brewing process and use it to produce high octane, sustainable biofuel. A new brand of beer-based petrol was born called Brewtroleum.
PHD promoted the message to Kiwi men that “the more DB Export you drink, the more Brewtroleum we create, the more we save the world.” We struck a deal with petrol retailer Gull to put Brewtroleum pumps in its 62 stations across the country for six weeks. These were supplied by the branded Brewtroleum tanker, which acted as a travelling billboard. We used radio partnerships to launch a rebranded petrol station in Auckland.
We seeded a PR campaign across national media, first raising the tension by asking whether it was possible to create fuel from beer, then documenting the process on national news. We drove mass awareness through above-the-line TV and digital video and inserted money off vouchers in beer packs.
The campaign was a huge success, with 300,000 litres of Brewtroeum produced and sold, 96% of New Zealand men reached and a boost in brand measures such as “it’s a brand for me”. The story has been picked up worldwide and best of all, brand sales increased 10% YOY in a declining market.