Heineken New Zealand: Tui catch a million

This case study describes how Heineken New Zealand reinvigorated its Tui beer brand to address its declining market share.

Heineken New Zealand: Tui catch a million

Saatchi & Saatchi Auckland

What were the objectives for the creative work?

Tui is a 4% ABV (alcohol by volume) beer that's been brewed in the North Island of New Zealand since 1889.

But over the years it's been losing relevance and year-on-year volume is in decline driven by several factors:

  1. Though it's New Zealand's most popular beer, it is no.1 in a category that has been declining for over a decade.
  2. Challenges are coming from green bottle international and domestic lagers and the explosion in local craft beers.
  3. Green bottle premium beers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands