The desire for the clean crisp taste of Tooheys Extra Dry takes an unexpected twist when a vacuum cleaner, washing machine and pool creepy crawly battle it out for the last bottle left in the fridge.

The idea was to surround consumers using non-traditional media and tailor all other channels to make a humorous idea to feel as ‘real’ as possible. We created the ‘Stolen Glass Recovery Unit’ with over 100 patrol cars cruising the streets. A website featured the SGRU in action and was filled with interactive content. Meanwhile, real life ‘busts’ were conducted searching pub-goers for concealed glasses. Posters and press depicted snapshots of stolen glasses in people’s homes. In pub toilets, we made it look like angry publicans had made signs warning people to stop stealing Tooheys Extra Dry glasses, which pub goers had graffitied over.

Brand tracking from TNS indicates a massive awareness score for the campaign of 57%.On our best day we had 34,113 unique visitors hit the website.

An email we sent out had a unique clickthrough rate of 24.35%.But best of all sales targets were exceeded by over 40%. (Actual numbers are confidential.)‘This campaign has been a massive hit in pubs across Australia.’