Tooheys Extra Dry 'Quest' – beer advertising that broke the mould. Sales that broke records
EXECUTIVE SUMMARY
Love it or hate it, you didn't miss it.
'Quest' or 'Tongue' as it came to be known, was probably the most talked about ad of 2004.
And our target market loved it.
It was a powerful creative answer to one of alcohol's toughest challenges; to grow beer sales in a volume challenged market with a 'middling' brand.
What's more, those conquest sales had to be made from the most fickle of targets: 18–29 year old fashion conscious young adults.
In a harsh...