Tui – Irresistible to men since 1889

Category: Sustained Success
Agency: Saatchi & Saatchi
Advertiser: DB Breweries


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 television advertising campaign introduced over and above the brand's already famous billboards.

A strategy and creative idea based on establishing the brand's brewing history and credentials also had to ensure this was communicated in the brand's unique, irreverent tone of voice.