This is the story of how a PR-led strategy saw a New Zealand brewery take on the global sand crisis with an unexpected product that the world loves to drink – beer. ‘DB Export Beer Bottle Sand’ saw unrecycled beer bottles intercepted before they went to landfill and turned into a sand substitute, minimising our need to dredge sand from beaches. Not only did this create a widespread public shift from mainstream towards premium beers but also introduced Kiwis to the world’s sand crisis – presenting a tangible way for them to help counter the problem – by drinking more beer.
This campaign was seamlessly integrated across traditional, non-traditional and completely new media channels. While it seemed simple from a consumer perspective, an incredibly complex and integrated rollout saw international PR kick off the campaign followed by OOH, digital, social and activation all underpinned by a ground-breaking idea – drinking DB Export to save our beaches.