Results and Effectiveness

A phenomenal 11 million litres sold and an increase in market share worth $22.1 million (AUD) 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.

Creative Execution

1. We launched the first ever Beer Economy price guide via TV, radio and web. 2. We then used out 'Accepted Here' sticker to advertise in a space only ever used for forms of payment. 3. We created an online beer calculator, so blokes new what to charge. 4. We created 'IOU coasters' for pubs nationwide, to keep each other honest. 5. We created template posters, to help people earn their own beer. 6. We built real-life installations to graph Beer Economy spending, publishing the findings as nationwide print executions. 7. The brewery will inject a nationwide stimulus package. Throughout 2010, a team will travel the country lending a hand in communities. All workers will be paid in beer.

Insights, Strategy and the Idea

This integrated campaign spawned from an indisputable truth: beer is constantly used as a currency in Australia. When the world economy crapped itself, The Beer Economy boomed. So we made Tooheys New the Official Currency of The Beer Economy.