Tooheys Extra Dry - Licking the Beer Category

Jeremy Nicholas

By creating a new model for Tooheys Extra Dry's advertising and a new strategy based on solving key dissatisfactions with beer, planning was able to provide a springboard for an idea unlike any other in the Australian beer advertising.
Agency: BMF AdvertisingAuthor: 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...

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