Brand positioning of a beer or liquor product has always proved to be a tough task, as advertisers always have to walk tightrope in order to remain ethical in their presentation. In Australia, Tooheys Extra Dry, most popular beer brand among 18-24 year olds, was facing a similar problem, as they wanted to launch a new product in a way that would not diminish the standing of the parent brand. Consequently, Lion Nathan Breweries launched Tooheys Extra Dry Platinum, with a stronger 6.5 percent alcohol, a fact that could not be mentioned in its promotional campaign. Then the advertisers chose to construct a dark mystery around the beer, positioning it as Tooheys Extra Dry’s ‘evil twin’.
The strategy of the campaign centered on the idea to participate in ‘human testing’ of this new beer to ensure that it was fit for consumption. Eventually, the Platinum Testing Facility was established, a scientific organization with a mission to study the effects of TED Platinum. The campaign was divided into 4 segments, calling for volunteers, the testing phase, online psychometric testing, then DNA collection and analysis, and lastly the publishing of results.
The campaign met a huge success in Australia following the uniqueness of the campaign. According to advertiser till the recent past, around 136,000 unique visitors came to the website and over 395,000 games have been played. People were also enquiring for individual DNA results on the website. The campaign helped TED Platinum to be Australia’s 7th largest premium beer in just 5 months, and that too without diminishing the image of the parent company. The campaign was developed by BMF, Sydney.
Via Canneslionslive
