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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.

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