Tui is bringing back its controversial “Yeah right” campaign after nearly a decade of dormancy. The New Zealand brewery is reintroducing its billboards alongside a new 24/7 feedback line, allowing members of the public to voice their thoughts, feelings and concerns about the revamped campaign and its messaging - which DB Breweries believes will still provoke a strong response from Kiwis. The brand is still promising to generate discourse with its return and is preparing for the “inevitable onslaught” of commentary, said marketing director Fraser Shrimpton.
He added that Tui is “welcoming any and all feedback”. Radio Hauraki host and actor Mike Minogue, the face of the revitalised campaign, said he “looks forward to hearing the Karens and Daves of New Zealand tear up the feedback line”. Introduced in 1997, the billboards were a mainstay of New Zealand roadside advertising from the late 1990s to the mid-2010s.
With a simple black, white and orange design, the boards were emblazoned with a topical one-liner (“Let’s go to Hamilton for New Year. Yeah right”) that ranged from provocative to playful. On the right was the “Yeah right” response that became the brand’s catchphrase.
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