Summer may be over, but not for Tui and Corona as the brands continue to tap into beach culture. And Tui isn't hiding the fact that it's in direct competition with the Mexican beer, releasing a new billboard via Colenso BBDO featuring the phrase ‘From where you actually are’.
The beachy scene including three men conquering a hill is a near replica of its competitor’s ‘From where you’d rather be’ campaign by Monster Children, which is themed on surfers and explorers.
Tui's campaign is its first by Colenso, and takes a different approach to the previous award-winning campaigns by Saatchi & Saatchi including ‘Beer plumber’ and ‘Tui Catch a million’.
Meanwhile, Corona hasn't paid much attention to the new player, focusing instead on conducting a beach clean-up on Waiheke Island, marking the beginning of a two-year partnership with Sustainable Coastlines.
The partnership is in keeping with the brand's ‘From Where You’d Rather Be’ tag line, as it is about preserving New Zealand’s coastlines so they remain a place of escape according to Ben Wheeler, category marketing director for Lion.
“Corona and Sustainable Coastlines share a lot of synergies in the beach and surf cultures. Together we want to make a positive contribution to protect and nurture New Zealand’s incredible environment, so others can continue to enjoy and appreciate it for years to come.”
While New Zealand has long held a reputation for being clean and green, Camden Howitt from Sustainable Coastlines said a lot of work is needed to make it a reality.
“As a charity it is important to team-up with businesses that want to roll up their sleeves and work towards making our beaches litter-free, the way it should be.
“Over our two-year partnership with Corona, we want to actively involve both of our networks in cleaning up the coastlines and waterways we all love. From surfers, musicians, ambassadors and caring corporates – we want to carry our messages of love for our beaches and as far and wide as possible.”