The market for Tooheys Extra Dry has been growing strongly in Australia appealing to 20-something adults. The task was to let people know that it was now available on tap, served in a highly desirable custom glass. Using the insight that the target audience are known to illicitly 'souvenir' beer glasses from pubs, the 'Stolen Glass Recovery Unit' (SGRU) was created to apprehend thieves and recover the glasses. Over 100 SGRU patrol cars made their presence felt on the streets of Sydney and Melbourne. On the website stolenglasses.com.au, an Mpeg showed the taskforce in action. Members of the public were asked to report glass thefts by filling out mock police reports, generating humorous warning letters that could be emailed to victims. Other media included posters and press depicting the glasses as prize possessions in people's homes. Signs made to look like they had been put up by angry publicans were put up in pub toilets warning people to stop stealing Tooheys Extra Dry glasses, which pub goers had then graphitied over. Real life busts in pubs and clubs were conducted, searching patrons for concealed glasses. The results were spectacular, with sales targets having exceeded by over 40%.
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