Tooheys New: The official currency of the beer economy

Beer category sales in Australia were experiencing an acclerating decline, especially in bottled sales, and Tooheys New, the Australian beer, needed an initiative to revitalise the category and grow its own sales.

Tooheys New: The official currency of the beer economy

Neal FairfieldSaatchi & Saatchi Australia

With thanks to: Backy, Bowman, John, Pete & James. Alex, Chris, JTI, Brendan & everyone else at S&S. John, Ben, Todd, Anna, Noush & all the rest of the Lion Nathan team. Everyone involved at Zenith Optimedia, Momentum & Holler. Thank you.

SYNOPSIS

In an age where premium and ‘step up’ beers are experiencing unprecedented growth in popularity, mainstream beers like Tooheys New were fast becoming out of date and undervalued.

Tooheys New was becoming the beer you drank by yourself at home or secretly...

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