Cannes Lions

TOOHEYS BEER

ZENITHOPTIMEDIA AUSTRALIA, Sydney / LION CORPORATION / 2007

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Overview

Entries

Credits

Overview

Execution

The Platinum Testing Facility was created – a scientific organisation whose mission was to ensure Platinum was fit for human consumption and to study its effects.It had everything a real human testing facility would have; scientists in lab coats, DNA sample bags, a DNA magazine, a website for publishing results, DNA testing kits, ads recruiting volunteers.A talking urinal device in bars was triggered when punters peed on them thanking them for their DNA sample.

Outcome

From its launch, in just five months Platinum became Australia’s 7th largest premium beer, surpassing established brands like Stella, and exceeding sales expectations by 212%!Recruited: 136,000 volunteersTested: 8 in 10 of our core target have tested the product, and 395,000 people completed tests online.Findings: Fit for human consumption!

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