Tooheys Beer: "CHESSBOARD" Promo / PR Ad by Saatchi & Saatchi Australia

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: LION NATHAN AUSTRALIA
Product/Service: BEER
Agency: SAATCHI & SAATCHI AUSTRALIA
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI AUSTRALIA, Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Art Director: Steve Back (Saatchi & Saatchi)
Copywriter: Dave Bowman (Saatchi & Saatchi)
Business Director: Chris Yong (Saatchi & Saatchi)
Account Executive: Brendan Swansborough (Saatchi & Saatchi)
Producer: Jeremy De Villiers (Saatchi & Saatchi)
Media placement: Beer Carton - Bottle Shops Nationally - 1/2/2010
Media placement: Bottle Caps - Bottle Shops Nationally - 1/2/2010

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

Describe how the promotion developed from concept to implementation
We could only print on the existing packaging. We could only effect one side of the carton.

Describe the success of the promotion with both client and consumer including some quantifiable results
Results: 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.

Explain why the method of promotion was most relevant to the product or service
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.