DB Breweries – Tui brand - Tui is hardcase

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market.

Tui Is Hardcase

Agency: M&C Saatchi  Advertiser: DB Breweries Tui brand Awards: Sustained Success (Silver)

Marketing Challenge

Tui was born in 1889, and has long been the mainstream favourite of the Hawke's Bay. It has a heart of masculine credibility, which is essential for any mainstream brand. And for several years Tui has been marketed as the irreverent upstart within the DB Breweries portfolio.

With such great underlying beer credentials, the big challenge is: can Tui be grown into a mainstream powerhouse...

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