| Title | BEER IS CURRENCY |
| Brand | LION NATHAN AUSTRALIA |
| Product / Service | TOOHEYS NEW |
| Category | D02. New Product Launch/Re-launch |
| Entrant | SAATCHI & SAATCHI Sydney, AUSTRALIA |
| Entrant Company: | SAATCHI & SAATCHI Sydney, AUSTRALIA |
| DM/Advertising Agency: | SAATCHI & SAATCHI Sydney, AUSTRALIA |
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 |
To both re-launch and rekindle the love for iconic beer Tooheys New, and to achieve sales of 130 million litres per year.
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.
We made Tooheys New the Official Currency of The Beer Economy.
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.