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.
The 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?”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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What a waste of an opportunity to do something relevant. Lazy lazy lazy
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might make Tooheys and Zenith feel good, but for the rest of is it’s strictly meh
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who would know this is an ex CUB placement? Of the people who see it how many would join the dots on the former corporate ownership?
Do you think ppl driving past on Broadway would say ‘ooh, clever media strategy there … wow what an F U to their competitor. Now off to BWS to get some TED’
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I think it’s great. Clever, contextual and relevant.
– I note the previous comments. All made from media genius’ clearly. Especially if the most insightful comment that can be made is ‘meh’.
Oh and just in case the wit in this room is about to be elevated to a personality attack on me, I work for neither Lion Nathan or Zenith.
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I’m guessing many of you don’t live in Melbourne?
If you did, you’d know that the CUB site is a very well know landmark! Also worth noting we don’t drink too much Tooheys!
So well done to ZO, nice placement!
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Darren did you hear a faint whistling noise, that would have been the point being made and that’s how far it missed you by.
To clarify for you: from the consumer’s point of view all that “clever, contextual, relevant” greatness that you refer to would mean absolutely zip.
Which makes it worthless except to you, Mumbrella, LN and Zenith.
If that piece of self-evident obviousness makes me a media genius then double my salary.
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would have been a great op to integrate the advertiser with the artists residents movement taking place. I dont think it’s lazy from a Media point, ZO have offered up a great platform to work with. I think it might be a case of creative not taking outdoor as a serious channel? or not being briefed correctly..
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@ the saint … the placement is in Sydney, not Melbourne.
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@ logic
I always point the brewery out to my friends as being a historic CUB brewery, and noticed that it was interesting that a Tooheys ad was on it. But then again, I do drink beer.
Wait a minute … does that put me in their target market?
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@anonymous
No it just makes you a really boring tour guide 😉
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It’s such a shame. What was, for a fleeting moment, a space occupied by the arts, is now an uninspired ad.
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