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