Toohey's Extra Dry: 6 Beers of Separation

Lion Nathan wanted to increase sales and deepen brand interaction between its Tooheys Extra Dry beer and beer drinkers.

Toohey's Extra Dry: 6 Beers of Separation

BMF

ENTRY INFORMATION

Category: Product Manufacturing and DistributionCountry where program ran: AustraliaDate program started/ended: November 2008 to June 2009

Product Description: Tooheys Extra Dry is a popular Australian beer.

Advertiser/Client Name: Lion NathanMedia Channels: TV/Video/RadioOtherWebsite: www.entriesforawards.com.au/6beers

STRATEGY

Marketplace Challenge:

Tooheys Extra Dry (TED) has always made an impression on its target (beer drinkers aged 18 to 24) through its novel style of communication. As other alcohol brands have tried to emulate this approach, the need to continue this adventurous path has...

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