dreamcoat has worked with the Washington D.C. office of Meat & Livestock Australia to develop a profile and demand for Australian lamb and lamb in general in the USA on and off over the past 4 years.

During that period, not only have we secured numerous national magazine and national and local television editorial pieces highlighting the clean, fresh, sweet and tender taste of Australian Lamb, but Australian Lamb has taken the prestige positioning in the restaurant market ahead of New Zealand Lamb.

Over the four year period Australian Lamb has grown in both volume and value in the USA in all categories – fresh chilled and frozen – and across the key catering, restaurant and retail clientele.

The challenge was to get news coverage for LifeStyles condoms in the super conservative American media. dreamcoat decided to focus our effort on Spring Break – a time when college students go to beach resorts and party.

The creative process involved having to work out what the media would cover given that some of their viewing audience is worried about Spring Break sexual antics and others in the audience want to see the pretty people and the partying!

The solution was to try to replace the negative health message of cigarettes with a positive health message for Spring Break … LifeStyles Condoms. By simply buying out one nightclubs supply of cigarettes and making a deal that they would not stock cigarettes for Spring Break and instead supply Spring Breakers with condoms, we were able to create a national television and print news story.

LifeStyles - Condoms for Cigarettes News (1.7 MB)

The brief was to really stand out at Spring Break in Cancun and get college kids talking about LifeStyles Condoms.  dreamcoat did so much more by creating the LifeStyles Condoms Penis Size Survey concept, where qualified nurses under the supervision of a doctor, measured the erections of volunteer college guys in Cancun on Spring Break. 

300 men were successfully measured in the private booths at the Dady Rock nightclub, making this the largest ever medical survey of it’s kind.  It was the talk of Cancun and back in mainland USA it was picked up by Good Morning America, Late Night with Conan O’Brien, Politically Incorrect with Bill Maher, as well as hundreds of radio discussions and interviews, plus print articles in newspapers and magazines around the world.

Oh, and for those interested, you can link to our creative media release here.

To view media release, select here.

Conan O'Brien sketch (1.1 MB)

(2.9 MB)

dreamcoat was brought in after the play had been launched Off-Off-Broadway two months previously without gaining any significant media coverage. The challenge was to gain awareness for the name of the play with hundreds of competing shows all over New York. dreamcoat looked for a concept that would break out of the traditional theatre coverage and into the news.

Cat Casting Call (2.1 MB)