Hugely discussed DB Export Beer is returning

DB EXPORT BEER AD RETURNS TO TV

The hugely discussed DB Export Beer advertisement is returning to television screens this weekend after minor editing.

DB chose not to appeal the upholding of a complaint last month by the Advertising Standards Complaint Board (ASCB) about its DB Export Beer advertisement which featured footage of the 1951 waterfront strike. Instead it opted to re-edit the commercial to allow it to be used again in other mediums including television.

The ASCB had originally found the advertisement was misleading largely because of the strike footage however it did add that the advertisement did not breach the Code for Advertising Liquor.

DB Export Beer marketing manager, Dave Shoemack says the advertisement was never intended to mislead but he respects the ASCB’s decision. “Rather than appeal we chose to take out the footage of the waterfront strike. We’ve also gone a step further than required and amended the voice over to make it clear that this is our interpretation of history based on the facts we have researched.”

Dave says the 30 second advertisement will air on television until late April, a few weeks longer than was intended with the original commercial. “We’ve had a great response from supporters of DB Export and the advertisement itself who were sad to see it come off air early. I’m sure they’ll enjoy seeing it back on air for a few more weeks.”

The television advertisement is part of a wider campaign developed in 2010 to celebrate the 50th anniversary of DB Export Beer which won the International Brewing Award for ‘Best Beer in the World’ putting DB Export Beer – and Kiwi beer - on the world brewing map. The DB Export Beer reproduced to support the campaign has sold extremely well with only a very limited amount still available, so get in quick!

ENDS

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