In the latest DB Export Dry campaign, it aims to bring back the beer in trend by poking fun at wine.
Body copy:
What do you hope to smell there, sir? Gooseberry?
You don't even know what gooseberries smell like.
Perhaps next time instead of playing pretend, you
should ask for an Export Dry. Crisp and refreshing
but still full of flavour, Export Dry is a sophisticated
lager that tastes incredible and smells like beer.
So what are yo waiting for? Oh, ok, well how long
do you think that will take?
The beginning of the body copy talks about what we commonly face in our daily lives, then in the end it went back into introducing their product.
Again, this ad uses the emotion appeal to attract consumers.
"In this case, wine was the villain. Suddenly we found ourselves drinking wine when all we wanted was a decent beer. Export Dry emerged to save the day." says Russell Browne, DB Export's marketing manager.
I like how DB Export Dry brand their beer in a way that it's not just beer, but they focus on the relationship between a man and his beer.
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