DB Breweries - anything to get Tui

This Silver Award winning effectiveness entry details how Tui, the New Zealand beer, grew sales by 9% in a declining market.

Anything to get Tui

Category: FMCGAgency: Saatchi & SaatchiAdvertiser: DB Breweries (Tui)

SUMMARY

Over the past eight years, DB Breweries has successfully broadened Tui's reach, taking it from a brand with strong regional presence to a nationally distributed brand with great awareness.

However, great brand awareness does not naturally convert into sales. New drinkers are not easy to recruit, particularly when they do not know anything about the brand or where it comes from.

In order to recruit new drinkers, and thereby boost sales, Tui had to educate people in the developing markets about its...

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