In papers, April 24
Toohey's New "Beer Economy" press campaign takes a topical turn.
Tooheys New versatile and humorous “Beer Economy” press campaign goes on a topical tangent, adapting the concept to the still unfolding controversy surrounding Melbourne Storm’s salary cap breach. The clever adaptation not only perpetuates the longevity of the campaign (both in press and TV), it also helps create likeability for the brand.
The half-page ad appeared in situ, against editorial coverage of the saga in the sports section of the newspaper.
See previous press ads from this campaign:
Learn more about the strategic roles of Affinity and Extension with examples of how they have been applied in newspapers.
April 2010
