Tooheys New Beer Economy

Lion Nathan is running “Beer Economy”, an advertising campaign for Tooheys New exploring the role beer plays as currency in Australia. The campaign was launched on February 7 with the first four of nine television spots exploring the value of doing favours for friends and family. from what to charge your grandma for helping out with chores, to the laws of mateship and the logistics of milking a thoroughbred stallion for the purposes of breeding. The Beer Economy campaign is online at, and includes a beer economy calculator, a downloadable IOU and “For the Love of Beer” promise sheet. The in-store activation campaign provides customers in bottleshops and pubs with “Beer IOU” coasters, “Tooheys New Accepted Here” stickers for tradesmen, and “Beer IOU” chequebooks.

Tooheys New Beer Economy IOU

Click on the image below to play the Fixing the Leak video in YouTube

Click on the image below to play the Nan video in YouTube

Click on the image below to play the Cutting the Grass video in YouTube

Click on the image below to play the Fixing It video in YouTube


The Beer Economy campaign was developed at Saatchi and Saatchi Australia, Sydney, and Southpaw, Sydney, by executive creative director Steve Back, creative director Dave Bowman, copywriters John McKelvey and James Ross-Edwards (Southpaw), art director Peter Galmes (Southpaw), agency producer Jules Jackson, planner Neil Fairfield, group account director Alex Carr, senior business director Chris Yong, account manager James Tracy-Inglis, working with Margaret Zabel, Lion Nathan Marketing Director.

Filming was shot by director Justin Kurzel via Cherub Pictures with director of photography Adam Arkapaw and producer Michelle Bennett.

Digital work was by Holler Sydney. Below the Line media was by Momentum Worldwide.

Tooheys New Beer Economy

Tooheys New Beer Economy I Will document

Tooheys New Sunscreen print ad

  • Nick MONGE

    Toohey’s New, Or, How Beer Is The Best Cure For Awkwardness

    Some say “Money can buy everything”.

    Ever found yourself in a situation where you wish you had enough money to get away from it? Ever found yourself in a situation where you wish you could go back in time and undo what you did the night before?
    With its new advertising campaign Toohey’s New seems to have found a way to ease the awkwardness of some situations you could be involved with. Targeting the male Australian public this series of ads comes up with a touch of humour, portraying realistic day to day situations that most beer drinkers would know about.
    By taking a look at the ads I was able to see something new in Australian advertising, the self recognition of people in awkward situations, and how this could be turned into assets.
    The Leak:

    10 cases is then the opportunity cost of a man’s pride. Picturing a situation where no man wants to be placed in, this ad shows that even within mateship everything has a price.
    The Nan:

    This ad is aligned with current family patterns in Australia where every third marriage ends in divorce. The new picture of grandma and her boyfriend taking the bath together shows the normality of these new and raising households, much contrasting with the picture of grandma and grandpa who have been married for 50 years, sitting in a couch and drinking tea.
    The SMS:

    The SMS is my favourite one; it really shows how it is acknowledged that technology has changed our lives for the better and the worse. You had a few drinks, you are feeling a bit tipsy and your phone is in your pocket… What are the chances of you sending a text message to a lovely bird? What are the chances that this bird is actually your mate’s girlfriend? Who hasn’t woken up in the morning feeling like a total douche because you JUST remembered that the chick you messaged is dating your mate? In this ad, Toohey is breaking the taboo of drunk texting, picturing a very embarrassing situation, where it can once again be resolved by the advertised product.

    Picturing realistic awkward situations, these ads are acknowledging the changes that our society is currently facing, such as showing yet unusual, but soon to be common family situations or breaking the taboo of sleazy drunk texting… By taking it with humour, Toohey will be able to grasp many customers who are likely to recognize themselves in these circumstances.
    “Hey, yeah that happened to me last weekend”.
    Even though firms are marketing to a lot of people no one wants to be a serial number amongst a group of people, this is where Toohey really gets success out of its campaign, by getting to people who think they have problems no one else has and getting them solved by making them “public”. In these ads Toohey is not only talking to a demographic group, but to a PERSON: Jason 31 years old, plumber, working in Sydney, living on the Central Coast, who likes to watch footy and have a few drinks as soon as Friday night kicks in. By speaking the language of Jason, Toohey is doing a great job by focusing on how it could make his life better and how he could get rid of the awkwardness he puts himself into.