Integrated
TED696 Project
Lion Nathan
Issue 9 | December 2008
Background
Tooheys Extra Dry is a popular beer in Australia amongst 18 to 24-year-olds. With the target market starting to drink larger ‘longneck’ bottles, it was time to launch one of their own – the TED696mL longneck. Competition in the market was fierce, so the brand had to stand out in a way that would get the attention of this young target audience.