Battle of the billboards: Tui v Herbal Ignite

Tui billboards are often controversial. Photo / APN

A billboard war has erupted between a leading New Zealand beer brand and a firm that sells a male sex tonic.

The marketers of Herbal Ignite were stunned at spotting giant posters for Tui beer near Wellington and Invercargill that poked fun at their product.

The Tui ad reads: "I take Herbal Ignite - Yeah right." In a tit-for-tat response, Intenza NZ, which promotes the sex tonic, has erected billboards in central Auckland and Wellington, saying: "Tui, satisfying the ladies since 1889 - Yeah right". Herbal Ignite director Jenny Wheeler said she decided to hit back because she was concerned the Tui billboard reinforced the idea men were still embarrassed to talk about sex problems, whereas the opposite was the case.

DB breweries marketing boss Jarrod Bear said: "Tui does enjoy and encourages some clever, humorous banter."