SAATCHI’S UNVEILS THREE BEER IDEAS FOR TOOHEYS, INVITES FEEDBACK FROM PUNTERS

Last night Tooheys New aired the first instalment in its new campaign, For the Love of Great Beer Ideas. The integrated campaign, developed by Saatchi & Saatchi Sydney, launched with a TVC centred in the spirit of the innovative Tooheys brothers and their great beer ideas.

In 1931, Tooheys had a breakthrough in beer: dispense with warm and flat English-style ales and give Australians a new style of cold lager suited to their climate and palate.

The campaign celebrates a long history of innovation by Tooheys New, according to Brett Grebert, Lion Nathan Category Director: “Tooheys New has a reputation for great beer ideas, from the invention of our first cold lager suited to the Australian climate to the recent SuperCold tap innovation, which made Tooheys New probably the coldest beer on earth. For the Love of Great Beer Ideas celebrates these great creations in beer and introduces a few more ideas for the enjoyment of Tooheys New fans.”  

The great beer ideas introduced in the launch TVC include:

•    ‘Beer on Ice’ – an all beer-based man musical which tells the story of the world’s coldest beer in song, dance and ice cold amber fluid;

•    ‘Beer Relay’ – sharing the coldest beer on the earth, around the earth;

•    ‘Cryogenic Beer Man’ – freezing one lucky drinker in beer using almost the same technology to what is used to make SuperCold.

Viewers can submit their feedback on the three ideas online at www.fortheloveofbeer.com.au. A dedicated mobile number – 040TOOHEYS – is also being developed to capture ideas and feedback.

“We wanted to take the opportunity to truly engage with Tooheys New drinkers and hear what they think about our ideas, as well as find out what unique beer initiatives they may have,” said Grebert.

“Tooheys New was a great beer innovation that started way back in 1931, and thankfully the ideas flow as freely as the beer today,” said Steve Back, Executive Creative Director, Saatchi & Saatchi. “Our challenge was to create a campaign that captured this desire for continued innovation, while allowing drinkers to interact with the brand across all channels.”

The For the Love of Beer campaign will be supported by TV, online, outdoor, radio, SMS mobile and press. The first TVC invites consumers to go online and use their mobiles to give feedback on the Great Beer Ideas. The second instalment in the TV execution will air in the coming months, when Tooheys New will bring one of its three Great Beer Ideas to life.

Agency: Saatchi & Saatchi Australia  

Agency: Holler Sydney