Agency: BMF Advertising | Author: Jeremy Nicholas |
Tooheys Extra Dry – Licking the Beer Category
BACKGROUND1
Early in 2002 Tooheys Extra Dry (TED) was a growing brand. However, both BMF and Lion Nathan felt that despite best efforts, previous advertising for Extra Dry meant the brand had never realised its full potential.
The growth of TED was mainly the result of sub-premium pricing, an easy drinking taste and a clear, tall bottle. These attributes gave TED a middling position above the mainstream beer brands (like Tooheys New and VB), but below the premiums (Crown, Becks, Heineken, etc.). TED's...