To increase take home sales of Victoria Bitter beer during the summer cricket series.

The idea of making a value adding 'Talking Boony' figurine that interacted with the live cricket television broadcast came first while television ads, radio spots, posters, press, live stunts and real Boony appearances unfolded throughout the promotion. Boony fast became the unexpected cult hero of the Aussie summer. Fans started marketing the promotion themselves, making their own banners and wearing Boony moustaches.

The VB promotional offer achieved strong above-average levels of awareness with 75% of respondents aware of the promotion. Awareness was excellent among non-repertoire purchases of Victoria Bitter (61%) indicating excellent potential of brand. Among current customers, awareness was also excellent among Victoria Bitter most often users (69%), providing the potential for volume retention during this key time period. Good awareness of the Boonanza promotion among this segment established the opportunity of gaining incremental lift in sales.

David Boon was an usually short, nuggety, Australian cricketer during the early 1980's. He also loved a beer. The opportunity of cricket-loving, beer-drinking blokes to receive the Boony legend embodied in an interactive talking figurine, just for buying two cartons of beer, was undeniable.