Tui’s long-running and controversial advertising campaign has helped make it one of the most-drunk beers in New Zealand—despite ranking way down the list on taste and endorsement, the latest Roy Morgan Research Single Source survey data reveals.
58% of Kiwi beer-drinkers say they like the infamous advertising from lager Tui—almost double the positive response given to Heineken’s advertising (31%), four times Corona’s and 10 times that for Mac’s Gold.
But while the majority of Kiwi beer-drinkers like Tui’s ads, fewer than one in three say the beer has a great taste (28%) or they would recommend it to others (24%).
On taste and endorsement, Tui is outscored considerably by Corona (52% and 40% respectively), Heineken (45% and 31%) and Mac’s Gold (44% and 35%).
Despite this, over the past year more Kiwis drank Tui in an average four week period than all other brands except Heineken—a clear demonstration of the power of consistent, well-liked advertising and the importance of brand affinity as well as perceptions of quality and price.
Only Heineken and Speight’s Gold Medal Ale score over 30% across all three monitors while Lion Red, although sharing Corona’s 15% for likeable advertising, scores at or below Tui on taste and endorsement.
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“The ubiquity of and media attention given to Tui’s advertising over the last decade or so have played a big part in its success, while other brands such as Monteith’s Original Ale and Mac’s Gold rely instead on the free ‘advertising’ that comes from word-of-mouth endorsement (which itself comes largely from taste).
“Heineken has done well to achieve high scores in a range of areas, including other important attitudinal monitors such ‘has a reputation for quality’ and ‘makes occasions special’.
“Roy Morgan Research is able to further decode consumers’ attitudes to beer brands to determine weak spots, track changes in response to new advertising campaigns and determine the most useful and cost-effective media for engaging either brand loyalists or cynics.”
Source: Roy Morgan Single Source (New Zealand) May 2012 — April 2013. Base: New Zealanders 18+ who drank beer in the last 4 weeks. Sample n = 4437
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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