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Tooheys NEW & Saatchi tap into Beer Economy

Lion Nathan’s iconic Aussie beer brand, Tooheys NEW, will unveil its latest campaign this week, developed by Saatchi & Saatchi Australia and celebrating the nation’s unsung Beer Economy.

 

February 4, 2010

Lion Nathan’s iconic Aussie beer brand, Tooheys NEW, will unveil its latest campaign this week, developed by Saatchi & Saatchi Australia and celebrating the nation’s unsung Beer Economy.

The fully integrated campaign, which will no doubt strike a chord with beer-loving Aussies across the country, explores the truth that in Australia, beer is constantly used as currency. Whether it’s helping a mate move house or helping install a dishwasher, you can always get things done with a case of beer.

“The Beer Economy creative works so well because this simple insight rings true in the real world, and is a concept most people can relate to,” said Margaret Zabel, Lion Nathan Marketing Director. “Tooheys NEW and Tooheys NEW White Stag are iconic Australian beer brands, and ideal owners of this creative.”

Steve Back, Executive Creative Director of Saatchi & Saatchi Australia, said the campaign is about having fun with real experiences, and helping to perpetuate this endearing quirk of Aussie culture.

“The idea of a Beer Economy is nothing new – Aussies have been getting things done with beer for generations,” said Steve. “Everyone has a hilarious story about something they’ve exchanged beer for.”

The Beer Economy rolls out on Sunday 7 February with the first four of nine television spots – exploring topics ranging from what to charge your grandma for helping out with chores, to the laws of mateship and the logistics of milking a thoroughbred stallion for the purpose of breeding.

“Because we had such a great truth, with literally hundreds of funny scenarios, it seemed like a shame to spend our entire budget on one all-encompassing, grandiose spot,” said Creative Director of Saatchi & Saatchi Australia, Dave Bowman.

The Beer Economy will be further leveraged via a strong digital campaign, centered on the website (www.tooheysnew.com) – offering beer lovers advice and guidelines on the beer values of various tasks and declaring Tooheys NEW and Tooheys NEW White Stag the Official Currency of the Beer Economy.

A handy online Beer Exchange Calculator application will then allow users to answer a few basic multiple choice questions to work out how many beers they’re owed, or how many they need to hand over.

The website is based around a simple Youtube channel that will house the campaign’s content and link Beer Economy participants to resources that can be personalised, including high-res and downloadable branded ‘Beer Invoices’ and a ‘For The Love of Beer I Will ____’ PDF template – encouraging consumers to get creative and stimulate the Beer Economy on their own terms.

The campaign will be further supported by a strong in-store activation campaign. Bottleshops and pubs will be equipped with ‘Beer IOU’ coasters, ‘Tooheys NEW Accepted Here’ stickers for tradesmen, and ‘Beer IOU’ cheque-books.

Agency Credits:
Saatchi & Saatchi Australia – Creative
Holler – Digital
Momentum Worldwide – Below the Line

For more information please contact:
Leela Gantman – Lion Nathan Corporate Affairs
612 9290 6645