Tooheys puts billboard ad on rival’s historic premises

Beer brand Tooheys Extra Dry has pulled off a cheeky ad placement by becoming the first advertiser on top of the historic former Carlton & United Breweries site on Sydney’s Broadway.

CUB_Tooheys BroadwayThe CUB site was sold for redevelopment by Foster’s Group four years ago and is now being turned into a major residential and office development known as Central Park.

Toohey’s Extra Dry is owned by CUB’s biggest rival Lion Nathan.  

The ad is the first to appear on the building, which is a major Sydney landmark.

Tooheys Extra Dry’s media agency is Zenith Optimedia.

Update: Lion Nathan’s brands director Jon bradshaw told Mumbrella: “It’s always good to know that our advertising placements cut through. Sadly I can’t claim its part of a deliberate targeted competitive strategy. It’s just a new site we thought had potential for the usual reach and frequency reasons.”

He added: “That said, the placement was enthusiastically supported here at TED – after all the campaign asks where do all the beers go? Where more appropriate to ask that question than on that site?”


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