Cannes Lions

TOOHEY'S WHITE STAG BEER

SAATCHI & SAATCHI, Sydney / LION NATHAN / 2009

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Our beer has only 1/3 carbohydrates, so to promote it we decided to operate like a charity, offering to give the 2/3 we weren’t using from each bottle, to people who love carbs the most. Americans.We encouraged people to do their bit by drinking White Stag beer, and then we asked them to tell us online where they wanted to drop the carbs.The more beer Australians drank, the more carbs we could feed to hungry Americans.

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11 items

1 Cannes Lions Award
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2018, LION NATHAN

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