Tui – River

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the late-1990s to 2004.

Tui – River

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FMCGSaatchi & Saatchi NZTui (DB Breweries)River

SUMMARY

Tui has always been notorious for its irreverence and 'hardcase' attitude. Embodied by its iconic 'Yeah Right' billboard campaign, this jester-like attitude has driven much of the brand's success across New Zealand from the late 1990s to 2004.

However, to be genuinely accepted by drinkers across New Zealand, Tui had to build up the story of its own origins and brewing heritage.

In 2004, Tui's new agency developed the 'Irresistible to men since 1889' campaign that has told drinkers the story of its...

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