Always Something Brewing
TUI Beer
Issue 29 | December 2013
Agency
Saatchi & Saatchi, Auckland
Creative Team
xecutive Creative Director Antonio Navas Creative Directors/Creative Team Corey Chalmers Guy Roberts
Production Team
Agency Producer Anna Kennedy Production company 8Com Director Andy Morton Executive Producer Katie Millington Post Production Blockhead
Other Credits
Saatchi & Saatchi Account Team Paul Wilson Marcelle Baker Jonathan Bates Willie Lyons Planning Team Murray Streets Ian Hulme DB Breweries Group Marketing Manager Jarrod Bear Tui Marketing Manager William Papesch Tui Brand Manager Mike Rutledge Seeding Agency Giant Media and Porter Novelli International PR Porter Novelli
Date
September 2013
Background
Tui was New Zealand's most popular mainstream beer, liked for its hardcase ads and cheeky attitude. In 2013, the brand was relaunched with a new brand platform, "Always Something Brewing." The intention was to transform Tui from a traditional "storytelling brand" into a more modern "doing" brand. The mission: to continually find ingenious ways to get the lads together for a few beers. This re- sulted in a bold, confident new approach with beer firmly at the centre and laughs to the fore.
Idea
Many men have dreamed of having cold beer on tap in their homes. Tui made the dream come true for Russ, hooking up with a bunch of his mates to pull an elaborate stunt.
While Russ was out for the day, twelve kegs of Tui beer were plumbed to every tap in the house. 14 hidden cameras were installed to capture Russ as he discovered what had happened with the lads all watching the whole thing from a shed next door.
The stunt went flawlessly, the beer poured beautifully and much of it was consumed in the evening afterwards.
Results
The seven-minute film and the 90-second cutdown were launched on YouTube and had attracted 6.5 million views around the world in three weeks.
In addition, there was significant media interest, interviews and news stories even before a 90-second edit and a series of 15-second cutdowns aired as TV commercials. The expectations are for a bumper summer of sales.
Our Thoughts
The rules of storytelling have changed, as Saatchi Auckland have noted. In the old days, it used to be about delivering a telling punchline. Now, you have to invite people to be in on the joke. And it has to be something they have never seen before. With real people involved rather than actors. And it can’t just be funny. It has to be effing funny.
Rather than just leave the idea as a ‘viral’ and a TV ad, it was good to see it extended out as a competition (win getting beer plumbed into your house). That said, this is still a lean-back idea. To be a “doing” brand these days it means getting your fans actively involved somehow. When you have lean-forward interactivity, then you really have left old-fashioned storytelling behind.