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...