Modest marketing: Tui ditches the influencers

Tui is calling out the vain world of social media with the campaign and launch of its new RTD Tui Hard Soda.

Nowadays most product launches are paired with promotion from influencers, who tend to rave about the product whether they actually like it or not. Tui’s “Full of Flavour, Not itself” campaign takes a different approach and is reminding consumers it’s what is on the inside that counts.

The campaign also spotlights how cliche brands and influencers have become creating their perfect Instagram promotion photo.

Marketing Director at DB Breweries, Sean o’Donnell says “RTDs are seeing exponential growth at the moment, the white spirits category value has grown 35.5 percent in the last year, and now makes up 45 percent of total RTDs value sales in New Zealand.”

He adds that Tui’s Hard Soda is a delicious healthier option for today’s drinkers, with its low sugar and 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.”

The campaign will roll across social media and out of home channels.

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