Tooheys New

Australia’s first ever comprehensive price guide using beer. Built on a simple and indisputably Australian truth: beer is constantly used as a currency, it doesn’t matter where you’re from or your social standing...  everyone in Australia has used beer as payment at some point in their lives. So we made Tooheys’ New the Official Currency of the Beer Economy. It’s the only currency that you know from one day to the next what it’s value is. Get rid of notes, get rid of coins and get rid of plastic, lets move to beer!

The Impact: A phenomenal 11 million litres sold and an increase in market share worth $22.1 million (AUD) all in the first month of the campaign. The biggest increase in years. $9 million earned media. Distributed through bottle shops nationally with 100% pick up. Hundreds of thousands of dollars in free media. We created a highly visible media space for free. Businesses all over the country advertised for us. One irate Tax Department.