Tui - Irresistible to men since 1889

Take a brewery staffed by gorgeous women, a handful of brave lads, several pallets of ice-cold East India Pale Ale (aka Tui) and let the hi-jinks begin.

Tui – Irresistible to men since 1889

Category: Sustained SuccessAgency: Saatchi & SaatchiAdvertiser: DB Breweries

SUMMARY

Take a brewery staffed by gorgeous women, a handful of brave lads, several pallets of ice-cold East India Pale Ale (aka Tui) and let the hi-jinks begin.

How does a beer brand, notorious for the irreverent attitude of its iconic billboard advertising, tell a richer story about its credentials to appeal to potential new drinkers?

This paper tells the story of Tui's impressive sustained growth between February 2005 and June 2009. Growth powered by a single-minded and highly effective...

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