TOOHEYS CAPITALISE ON CHAMPION LAGER OF THE WORLD TITLE VIA SAATCHI’S SYDNEY
Lion Nathan, via creative partner, Saatchi and Saatchi, have created a campaign for Tooheys New, capitalising on recently beating 292 lagers from 27 countries to be named Champion Lager at this year’s Australian International Beer Awards.
Utilising a variety of touch points, the new ‘Beer Judges: Living the Dream’ campaign builds on the idea that beer judges have the dream job, adding all the elements of a guy’s dream life into the beer judges world to remind punters that when it comes to choosing a great brew, Tooheys New is one of the very best in the world.
Commenting on the campaign, Executive Creative Director at Saatchi and Saatchi, David Nobay said: “Creatively, the obvious challenge was: how do you celebrate a prestigious award like this for Tooheys New without coming across as beating your chest? We found the answer through the happy eyes of the international beer judge set and have spread their story via a myriad of touch points. I for one would like to join their ranks!”
The campaign hits Australia-wide this month with over one-and-a-half million coasters in pubs and clubs, venue posters, tap talkers, punters t-shirts and a variety of bottle shop point of sale materials.
A website, thebeerjudges.com has also been created. Visitors to the site can view a short film created entirely with stock film from Getty Images and voiced by Australian national treasure John Michael “Hollywood” Howson.
The team has also worked closely with ACP’s Ralph magazine to create an advertorial featuring The Beer Judges that gives readers the chance to ‘Win the Dream’ – a no-expense spared trip to the Gold Coast to experience a taste of the “dream life” first hand.
Executive Creative Director: David ‘Nobby’ Nobay
Copywriter: Tim Brown
Art Director: Pete Buckley
Editor: Craig Wilson @ Images Post
Producer: Llew Griffiths
Footage: Getty Images
V/O: John-Michael Howson
Group Business Director: Sasha Orr
Senior Business Director: Paul Mendham
Business Manager: Fleur Kennedy
31 Comments
I’m glad the beer won more awards than the creative…I saw these posters in the Clare after a few pints of Carlton and yawned at the sexual puns and getty image stock photography…I don’t get it. Maybe my heads deep up my arse in decent advertising but I really don’t like the whole tooheys campaign.With lines like “I look for good steady head. Then get on with the judging.” – yeah, I was compelled to check out the website, I mean, really compelled.
On second thoughts, the reason I think the whole thing tries too hard is probably because I’m not in the 14 year old target market.
Let someone else have a go mate
I like it. Difficult brief. Minimal budget. Great solution. Well done.
Difficult brief?Get to fuck. What’s difficult about it?Great solution?Get to fuck. What’s great about it?Well Done? You get the picture…
1.38pm…. you’re in the wrong thread.
So that’s why Ian Morton left JWT!
tooheys new should not win any beer awards. but it beat hahn premium (also tooheys). wtf?
THIS STUFF BEATS ‘FLASH BEER’ HANDS DOWN!
Sorry,it just isn’t very good or very funny.
2.56 – I love the irony
Is that top judge Simon Collins?
I’m sure Pete & Tim had much better ideas.I’m sure the client didn’t buy them.In my opinion this is a pretty weak concept, if Patts or Mojo’s did it, it probably wouldn’t even make the blog.
Another mixed-media, cross-platform campaign with many touchpoints, good art direction and no big idea.If you want a Titanium lion you need an innovative and original idea. Media diversity alone isn’t how it’s done.
It’s amazing what some people can do with a few ‘run once for an award’ print or TV ads, a shitload of craft awards and great PR. And this work will no doubt win it’s fair share of craft awards, which in turn will help Saatchi stay on top of the rankings – and maintain David ‘Nobby’ Nobay’s profile.So to that end, well done Nobby.
Poos and Wees
Oh I must correct my post. You did EARN the best beer. But I wonder how much did it cost to buy that title? My tastebuds sure as fuck wouldn’t give it a medal.
I was at the Trinity Bar on Crown St at lunch today, and something interesting happened.An old guy there was blasting this Tooheys campaign, saying that it was “a load of shit.” Now I thought that that the agency behind the campaign probably wouldn’t care about this critique given that he probably isnt the target demographic.HOWEVER . . . then the barman, who is deinfitely a target, responded by saying that the Tooheys campaigns had “been shit” for the last 2 years, and that they were “completely out of touch.” He then talked about some promotion where people were given some kind of cardboard megaphone, that really pissed off the punters. He also then declared that Carlton promos had been a hit.Interesting.Peter B.
Did Tooheys old ‘It’s good to be old’ (or whatever it was) print ever run?I thought they were really good, but somewhat unlikely that they’d ever seen the light of day.
David ‘Nobby’ Nobay.That was the funniest thing i saw on this page.
7:44, they ran ok.They got into a great category I’ve been using for years. It’s called P.O.S.Shoot the ad, stick it in a bottle shop, take a shot and bosh! Cannes, fame, cash, the works.Keep it to yourself, know what I mean?
5:29 PM. No, not saying these aren’t real, or didn’t run. I’m sure they’re very real and running everywhere. And they’ll probably win a load of craft awards for art direction. Which will help bolster the few awards the agency gets for other ideas (that run once). So the points tally will be far better than the work. Great stratedgy on behalf of the CD.
I saw an Old poster in my local bottle-o. But it wasn’t there long.
9 out of 10 mac operators hate Tooheys New.
When will Saatchis do something for the client and not themselves? They’d walk over their own mothers to take hold of metal.PS Metal is soooooooooo yesterday.
I hate to say it but i 2 saw the Tooheys Old posters at my local a while ago. My mate and his wife loved them.
11:34, walk over your mother maybe.
This is utter crap. Right through to the website. Utter crap. Like a watered down light beer really.
Hmmmm
wtf?
Fleur Kennedy is hot.