Tooheys Beer : Carb Relief

information

"Drink this beer and you can help feed this American."

Describe the brief from the client:
We were asked to launch a new low carbohydrate beer into a market already flooded with low carb brands.

Describe how the promotion developed from concept to implementation:
Our beer has only 1/3 carbs, so we decided to operate like a charity, giving away the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs we could donate to hungry Americans.

Describe the success of the promotion with both client and consumer including some quantifiable results:
The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. We thought that was pretty good.
Explain why the method of promotion was most relevant to the product or service:
White Stag beer had 2/3 carbs to spare. Since Americans seem to love oversized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs.