Brewer updates 'Yeah right' campaign

One of the most recognisable phrases in New Zealand advertising could head into cyberspace.

DB Breweries has plans to update its "yeah right" campaign for Tui beer and is considering the use of email and internet banner advertisements.

DB marketing general manager Mark Davidson said Tui's stable of 35 to 50 "yeah right" billboards sported a new message at least every five weeks and could be changed within a fortnight to reflect the latest events. But use of the phrase was still far less responsive to topical issues than he wanted.

"We are looking to take it into more dynamic media," said Davidson. "We try hard to be tactical and responsive." Press advertisements were also being considered.

Although "yeah right" is already almost a decade old, Davidson said it would remain part of the Tui strategy.

"It is an old strategy, but it is a highly successful strategy."

The phrase was first used on billboards in 1996 and the company often uses them to deliver a regional or specific message. But they are expensive to update. Davidson would love a network of 50 electronic billboards, but that medium was still in its infancy. Email and the internet could fill the gap.

"We won't abandon billboards, but it's about how we can layer additional media to allow us to be more immediate and responsive."

The company has already updated its television advertising with an "irresistible to men" television campaign, which debuted a few weeks ago, and fills out its strategy with rugby sponsorship.

The brand's popularity has also prompted the building of a new Tui headquarters at its Mangatainoka brewery, which will include a "histui" museum celebrating roots in the area that go back to 1889. It will be completed next month.

The company plans to fund growth that beats the market, but it was too early to say whether that meant shifting the way money was spent or a bigger budget.

Last week, ACNielsen identified Tui as the seventh fastest growing brand in 2004.