Surrealism in Advertising; How Beer Became Beer!!
Surrealism and Advertising
How just beer became ‘BEER!!’
14/12/2008
Contents
INTRODUCTION 3
Surrealism and Advertising 3
The Product 3
The Campaign 3
The commercial 5
Conclusion 5
Appendix A 6
Appendix B 6
Visuals: 7
References: 9
INTRODUCTION
The intention of this essay is to analyse surrealism in advertising and apply the theoretical background of it and the psychoanalytic theory to a 2003/2004 campaign for Tooheys Extra Dry beer, made by BMF Advertising agency. The essay will try and isolate the surrealist appeal and other factors behind this campaign and explain why and how this campaign became one of the most talked-about advertisements and won the gold in Creative Planning Awards as well as silver in Advertising Effectiveness Awards in 2004.
Surrealism and Advertising
For the description on surrealism and its theories see appendix A.
The Product
The product is beer. However, Toohey’s Extra Dry (TED) is different from other beers in many ways. Its packaging is different from other beers in its clear and tall bottle (not dark and wide as other beer bottles). It has a green label that is glued to the clear bottle diagonally instead of in a strait manner and big white dynamic letters stating the ‘Extra Dry’ brand. It is a very young brand, first brewed in 1994 instead of 18xx as other beers. However, its most distinguishing feature is its taste; it is much lighter than other beers. TED is not bitter and it is more like other RTD drinks than beer.
The Campaign
Tooheys Extra Dry (TED) was a growing brand, even before this campaign was released; however its growth was because of its sub premium price (Nicholas 2004). The clear, tall bottle and an easy taste of the beer could have helped, but it was believed the brand can do better.
Previous advertising of TED abided the prevalent beer promotional models throughout the world, the core market being pub going males. The prevailing message was “have a go at it”. The
How just beer became ‘BEER!!’
14/12/2008
Contents
INTRODUCTION 3
Surrealism and Advertising 3
The Product 3
The Campaign 3
The commercial 5
Conclusion 5
Appendix A 6
Appendix B 6
Visuals: 7
References: 9
INTRODUCTION
The intention of this essay is to analyse surrealism in advertising and apply the theoretical background of it and the psychoanalytic theory to a 2003/2004 campaign for Tooheys Extra Dry beer, made by BMF Advertising agency. The essay will try and isolate the surrealist appeal and other factors behind this campaign and explain why and how this campaign became one of the most talked-about advertisements and won the gold in Creative Planning Awards as well as silver in Advertising Effectiveness Awards in 2004.
Surrealism and Advertising
For the description on surrealism and its theories see appendix A.
The Product
The product is beer. However, Toohey’s Extra Dry (TED) is different from other beers in many ways. Its packaging is different from other beers in its clear and tall bottle (not dark and wide as other beer bottles). It has a green label that is glued to the clear bottle diagonally instead of in a strait manner and big white dynamic letters stating the ‘Extra Dry’ brand. It is a very young brand, first brewed in 1994 instead of 18xx as other beers. However, its most distinguishing feature is its taste; it is much lighter than other beers. TED is not bitter and it is more like other RTD drinks than beer.
The Campaign
Tooheys Extra Dry (TED) was a growing brand, even before this campaign was released; however its growth was because of its sub premium price (Nicholas 2004). The clear, tall bottle and an easy taste of the beer could have helped, but it was believed the brand can do better.
Previous advertising of TED abided the prevalent beer promotional models throughout the world, the core market being pub going males. The prevailing message was “have a go at it”. The
References: - Homer, M. & Kahle L.R. (1989) A Social adaptation explanation of the effects of surrealism on advertising. Journal of Advertising 15(2) pp.50-60 - Alcuaz, M. “Contemporary Idioms of Surrealism. Dreamworks 4(1) pp.59-69 - Cooper P. & Patterson (2000) The Trickster: Creativity in modern Advertising and Branding. Market Research Society Conference. Available at: http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH49151&Tab=A - Nicholas, J. (2004) Toohey’s Extra Dry – Licking the Beer Category. Account Planning Group Australia. Available at: http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH80888&Tab=A - Nicholas, J. (2004) Toohey’s Extra Dry ‘Quest’ – Beer advertising that broke the mould. Sales That broke records. Advertising Federation of Australia. Report. Available at: http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH85608&Tab=A - Hackley, C. (2005) Advertising and Promotion: Communicating Brands. Sage Publications: London