Platinum Human Testing Facility

Background

In 2006 the Australian premium beer market was under attack from up-market imports and spirit mixers. On the back of its success with Tooheys Extra Dry, Lion Nathan hatched a plan to fight back. They unleashed Tooheys Extra Dry Platinum, with a wicked 6.5% alcohol, targeted at 18 to 24-year-old men and women who are single, ready to play and craving new experiences everyday. Lion Nathan needed to launch this new variant without cannibalising sales of the existing brand.