Tooheys Extra Dry - Licking the Beer Category

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...