Export shifts from Saatchi to Colenso BBDO
DB Breweries has changed the way in which it manages the growing size of its brand portfolio by separating its Export and Tui brands across all facets of its business.
DB’s general manager marketing, Clare Morgan, says the changes include widening the distance between the two brands internally and externally through shifting the Export design and packaging from Designworks to Dow Design and the brand communications from Saatchi and Saatchi to Colenso BBDO.
“Designworks and Saatchi and Saatchi will continue to work with all three DB ‘power brands’ namely Tui, Monteith’s and Heineken, and our three emerging brands – Tiger, Sol and Amstel.”
In addition to its existing portfolio, Saatchi and Saatchi will also be focusing on driving the wider business forward with a number of projects including the Heineken Rugby World Cup 2011.
6 Comments
Sounds like yet another press release that Saatchi’s has written, trying to make it sound like its a benefit to Saatchi’s This is actually a very big loss to them, and they must hope that the rot stops here.
Hmm. Dunno whether anything can save the ailing Export Gold brand but its a genius move by DB to keep worthington away from Lion.
Just a small point and I stand to be corrected, but I’m pretty sure you can’t call it the “Heineken Rugby World Cup 2011.” Undoubtably Heineken is one of the major sponsors, along with Coca Cola, Visa etc. But I believe the proper name is the “IRB Rugby World Cup.”
Eww… Export Gold is quite possibly the biggest pig of an account in the whole of adland. Good luck. It’s a poor beer whose time has been and gone. I reckon it’s got one summer left, then I’d yank it from the shops.
Ironically, for Tui, the biggest selling drink amongst students in Palmeston North (where Tui gained it’s first proper foothold) is DB Double Brown. That is the repalcement brand for Export. At least it has a propositon. That is, of course, until research has a crack at it.
DB should bring back Waitemata – now that was a great beer
Excellent insights there “Terry”. Take a promotion and the corner office, we need people like you in this place.