The BriefWhy Tooheys Came To Us
Toohey’s Extra Dry wanted to own ‘surfing’ among their 18-24yr old target market and for a limited budget we were tasked to drive volume through case sales and a clever activation.
We developed a campaign from the insight that 18-24yr old men constantly strive to discover the latest, greatest trends and to be the first of their mates to adopt. Their social status can be determined by their choice of style, music, brands etc. Their lives revolve around their group of mates and they struggle with the contradictions between individuality and conformity within their group. The do not have a huge disposable income and often gather at each other’s houses rather than going out to bars or clubs.