Tui’s Yeah right returns because sarcasm never goes flat!

AUCKLAND, Today: Tui’s Yeah right billboards are back after almost a decade, with DB Breweries announcing their return nationwide, bringing back the same cheeky humour from the original campaign.

The revival aims to make beer marketing fun again, stepping away from the conventional approach. Tui’s Fraser Shrimpton says, “We’re living in a world where everyone has an opinion about everything, all the time. There’s no avoiding feedback, so we’ve decided, as a brand, we’re not afraid to say what we’ve all been thinking.”

Saatchi & Saatchi, the agency behind the original billboards from 1997 to 2013, is leading the campaign. Chief Creative Officer Steve Cochran adds,

“The Tui billboards became an iconic part of New Zealand culture, and there was always a lot of anticipation to see what would be next. Yeah right is still a very Kiwi phrase, so we’re thrilled to bring it back and inject some much-needed humour into beer advertising.”

“We’ve loved working alongside DB and its agency village to bring this one to life, and we are grateful to have clients willing to step outside the bounds and do great work.” – Kelly Grindle

Special PR launched the ‘Tui Feedback Line,’ inviting the public to share feedback, suggestions, complaints, or just have a good old chin-wag about the return of the campaign on 0800-TUI-YEAH-RIGHT.

Special’s Managing Director, Kelly Grindle, adds, “The drinks market is oversaturated with dozens of brands looking to cut through the noise – sometimes, the most effective way to do that is to take the brave route.”

“We’ve loved working alongside DB and its agency village to bring this one to life, and we are grateful to have clients willing to step outside the bounds and do great work,” Grindle continues.

Dentsu is leading the integrated media approach using dynamic tools to boost the campaign’s impact. Senior Client Partner Nathan Pilkington says the billboards will “drive a lot of noise.”