WHO?

How does a New Zealand beer brand, that names its products after songs, get noticed on an international stage? They weren’t in a position to outspend the competition. They needed to outsmart them instead.

WHAT?

We hijacked the biggest music event on Earth - Eurovision. Because when you’re not a category leader you need to be brave. Plus Australia’s in it and as any Kiwi will tell you… that’s not fair.

HOW?

We released New Zealand’s first ever official-unofficial Eurovision entry. Together with Kiwi comedy pop duo Two Hearts we created a catchy, kitschy and hilarious earworm that’ll be stuck in your head forever. 

Our original song launched alongside a petition, limited edition beer and guerilla protests in host city Liverpool. With 160+ pieces of TV, press and radio coverage, we put Yeastie Boys at the heart of the Eurovision conversation with zero media spend.​