We devised a national event to rival the famous Melbourne Cup Horse Race: “The Carlton Draught Plastic Cup”, a foot race with $100,000 first place prize money-the largest prize for any foot race in Australia. Held during the Tattersall's Cox Plate, on the home straight, 18 contestants ran an obstacle course, wearing yellow robes (like the characters in the Big Ad); each carrying a plastic cup filled with beer. Contestants were disqualified if they finished the race with less than 200ml of beer in their cup. The campaign was promoted on in-store posters, cartons, web, television as well as receiving $3.5m in free TV & radio media support.

4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept ‘07.

Free media supportRadio $250kTV $3.2m+Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival.