Nowadays, to successfully launch a new RTD in New Zealand, it appears that you need perfect weather and influencers holding your product. Not Tui, launching in winter, the new Tui Hard Soda campaign, developed by Colenso BBDO, celebrates itself, not its influencers, reminding drinkers that it’s what’s on the inside that counts. Delicious Hard Soda.
Adopting a refreshing approach, the “Full of Flavour, Not itself” campaign from Tui cleverly calls out the vain world of social media and uses influencers to highlight just how cliché brands and influencers have become curating their perfect Instagram shots.
Says Sean O’Donnell, marketing director at DB Breweries: “RTDs are seeing exponential growth at the moment, the white spirits category value has grown 35.5% in the last year, and now makes up 45% of total RTDs value sales in New Zealand1. Tui Hard Soda offers an unpretentious and delicious option for today’s drinkers, which is low in sugar and includes local NZ fruit extracts. To cut through and stand out within this category we had to do something different and say something that’s true to the Tui brand and sense of humour.”
As of this week, the campaign will roll-out across the country on social and through out of home channels.
Creative Agency: Colenso BBDO
Media Agency: Dentsu Aegis
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Fiona Marston
Marketing Manager: Chris Featonby
Brand Manager: Billie Yelcich
Production Company: Thick as Thieves
Producer: Nik Beachman
Sound Design: Shane Taipari