Faced with a category in serious year on year decline we knew that we had to move beyond the usual advertising campaign. Embracing the philosophy of conscious capitalism - doing good for the world whilst also doing good for your business - we decided to do something that had never been done before.
We set about creating a way that men could save the planet by doing what they love, an idea that would help men justify drinking more beer by turning drinking into a selfless act of sustainability. DB Export Brewtroleum. In doing so, we created an entire new x-x-layer of permissibility around DB’s products.