Lion Nathan: TED696 Project

Lion Nathan's Tooheys Extra Dry (TED) wanted to launch a 696 mile longneck bottle into a crowded longneck beer market, while also creating interaction between young adults and the brand.

Lion Nathan: TED696 Project

BMF

ENTRY INFORMATION

Category: Product Manufacturing and DistributionCountry where program ran: AustraliaDate program started/ended: April - June 2008

Product Description: Tooheys Extra Dry (TED) is a popular beer in Australia amongst 18-24 year olds. With the target market starting to drink larger-sized, 'longneck' beer bottles, it was time to launch one of our own - The TED696ml longneck.

Advertiser/Client Name: Lion NathanMedia Channels: InsertTV/Video/RadioOtherWebsite: awardentries.com.au/ted696

STRATEGY

Marketplace Challenge:

Tooheys Extra Dry wanted to launch a 696ml longneck bottle into an already crowded and...

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