BEER IS CURRENCY

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TitleBEER IS CURRENCY
ClientLION NATHAN AUSTRALIA
Product / ServiceTOOHEYS NEW
CategoryD02. New Product Launch/Re-launch
EntrantSAATCHI & SAATCHI Sydney, AUSTRALIA
Entrant Company:SAATCHI & SAATCHI Sydney, AUSTRALIA
DM/Advertising Agency:SAATCHI & SAATCHI Sydney, AUSTRALIA

Credits

The Brief

To both re-launch and rekindle the love for iconic beer Tooheys New, and to achieve sales of 130 million litres per year.

Creative Execution

1. TV and Online made the first ever Beer Economy price guide. 2. Promo: we created a sticker to help people trade in beer. It now sits alongside the world’s most iconic symbols of payment. 3. An online beer calculator so blokes knew what to charge. 4. An invoicing system in pubs kept everyone honest and helped them earn beer. 5. To re-launch, we redesigned packaging so drinkers could keep their currency safe. 6. We built installations to graph spending, publishing findings nationwide. 7. A team will travel the country, lending a hand in communities, with all workers being paid in beer.

Describe the creative solution to the brief/objective.

We made Tooheys New the Official Currency of The Beer Economy.

Results

A phenomenal 11 million litres sold and an increase in market share worth AUD $22.1 million all in the first month. We hit #1 in pack sales for the first time in 20 years. And best of all, The Beer Economy is booming.

Credits

Name Company Position
Steve Back Saatchi & Saatchi Executive Creative Director
Dave Bowman Saatchi & Saatchi Creative Director
John McKelvey (Southpaw) Saatchi & Saatchi Copywriter
James Ross-Edwards (Southpaw) Saatchi & Saatchi Copywriter
Peter Galmes (Southpaw) Saatchi & Saatchi Art Director
Jules Jackson Saatchi & Saatchi Agency Producer
Justin Kurzel Cherub Pictures Director
Michelle Bennett Cherub Pictures Producer
Neal Fairfield Saatchi & Saatchi Planner
Alex Carr Saatchi & Saatchi Group Business Director
Chris Yong Saatchi & Saatchi Business Director
James Tracey-Inglis Saatchi & Saatchi Account Manager
Brendan Swansborough Saatchi & Saatchi Account Executive
Adam Arkapaw DOP
Gabriel Muir Editor
Simon Lister Nylon Studios Sound Design
Definition Films Post Production
Oktober Animation
Sean Lynch Voice-over
Jeremy De Villiers Saatchi & Saatchi Producer - print