Platinum Human Testing Facility

Lion Nathan Australia

Issue 2 | July 2008


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.

Subscribe to view more →

Submit Your Work

Send us your work for the next issue of Directory using our submissions form

The Caples Awards 2020

View 2020 Winners

Current Issue

Issue 54

Subscribe to Directory

Subscribe now and get instant online access to our 2,500+ articles


Inspiration via Email


Related Articles

People Also Read