Tooheys New – The official currency of the beer economy

Neal Fairfield


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up’ beers are experiencing unprecedented growth in popularity, mainstream beers like Tooheys New were fast becoming out of date and undervalued.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 in a schooner. Forgotten in an instant and replaced with something a little fancier to make an impression when drinking with friends.

The mainstream beer category's decline had started to accelerate, but as the largest category by some margin, this wasn't something we could let happen without a fight.

This is a story about how planning evolved the brand's strategic platform and leveraged an untapped cultural truth powerful enough to increase sales of a declining beer brand in the middle of the GFC.