• Loading…

The Wine That Sold Beer

Award: Wood Pencil

Wood Pencil / Writing for Design / Writing for Design / 2013

Research showed that DB Export Dry’s target market of young males didn’t like wine, but they drank it to fit in. So we decided to save them from Sauvignon and get them a beer. For the first time ever, DB Breweries made a wine. It looked like any other bottle on the shelf but on closer inspection it was actually an ad for Export Dry in disguise. The back label coached men on how to get out of buying wine, and into buying Export Dry. When the wine bottle was scanned at the counter, guys received $5 off a box of Export Dry and the wine bottle was returned to the display.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again