Cannes Lions

TOOHEYS OLD

SAATCHI & SAATCHI AUSTRALIA, Sydney / LION CORPORATION / 2010

Presentation Image

Overview

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Credits

Overview

Description

Breathe new life into our beer brand by having a bit of fun with our packaging.

Execution

We printed a chessboard on the underside of the beer carton, and printed the various chess pieces under the bottle caps within. Given that you need 32 chess pieces to play a game of chess and each carton only came with 24 bottles of beer, we were able to encourage repeat purchases as a result.

Outcome

An amazing 64,814 cases in the first month.

Surely a new Australian record for chessboard sales.

A new wave of excitement about an old game that was perfect to play with your mate.

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