The Spectacular and Utterly True History of Tui was meant to be launched on Tui’s 125th anniversary – “but they got distracted.”
So Saatchi & Saatchi has written the book of Tui for its 126th and launched it in time to stand in for socks as a Father’s Day present.
It’s a hardcover edition covering the colourful history of New Zealand’s most popular beer brand and it’s written by the man behind TV hit, Outrageous Fortune, James Griffin. And it’s seriously, humorously well done.
“Telling the story of such an iconic brand has been a year long labour of love for us. Every page is lovingly crafted, art directed, designed and slaved over to create a timeless record of a brand dear to our hearts. It also works as a somewhat overpriced beer coaster or a good table stabiliser for a particularly short wobbly leg,” noted Corey Chalmers, executive creative director of Saatchi & Saatchi NZ.
Sean O’Donnell, head of domestic beer Mmarketing at DB Breweries added, “For 126 years, the Tui Brewery has created stories large in life but so little known. This slice of history takes Tui’s yarns to a completely new level with the clever wit of one of New Zealand’s most infamous storytellers. The Tui Brewery is proud to bring to life a coffee table book that guys will actually want to read.”
Paul Wilson, general manager at Saatchi & Saatchi commented, “A book like this is branded content in its purest form. It had been incredibly fun creating an actual printed book in the digital age – we couldn’t be prouder of the craft and effort put into this little beauty.”
Of course, a beer plumbing manual is included:
The book is published by Upstart Press and available “where all good books are sold” for NZ$39.95.
[An audiobook is also available for free by just reading it out loud every now and again]
Creative credits:
Agency: Saatchi & Saatchi NZ
Executive creative directors: Guy Roberts & Corey Chalmers
Designers: Rob Flynn & Ross Davies
General manager: Paul Wilson
Account director: Lucy Sparks
DB
Maud Meijboom – DB marketing director
Sean O’Donnell – Head of cider and domestic beer marketing
Michelle Goodes – Current marketing manager
Will Papesch – ex marketing manager
Kate Baars – Brand manager
