Tooheys New: Beer Economy - Grass

Lion Nathan's Tooheys NEW will unveil its latest campaign on Sunday 7 February developed by Saatchi & Saatchi Australia, celebrateing the nation's unsung Beer Economy.

The fully integrated campaign explores the truth that in Australia, beer is constantly used as currency. Whether it's helping a mate move house or helping install a dishwasher, you can always get things done with a case of beer.

The campaign is set to include some community involvement. Businesses and individuals have already shown interest in the idea of accepting beer as payment. It will be interesting to see what can get done with Australia’s other currency.

The Beer Economy rolls out on Sunday 7 February with the first four of nine television spots - exploring topics ranging 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 purpose of breeding.

"Because we had such a great truth, with literally hundreds of funny scenarios, it seemed like a shame to spend our entire budget on one all-encompassing, grandiose spot," said Dave Bowman, creative director of Saatchi & Saatchi.

The Beer Economy will be further leveraged via a strong digital campaign, which will launch Sunday replacing the old site here. The site offers beer lovers advice and guidelines on the beer values of various tasks and declaring Tooheys NEW and Tooheys NEW White Stag the Official Currency of the Beer Economy.

A handy online Beer Exchange Calculator application will then allow users to answer a few basic multiple choice questions to work out how many beers they're owed, or how many they need to hand over.

The website is based around a simple Youtube channel that will house the campaign's content and link Beer Economy participants to resources that can be personalised, including high-res and downloadable branded 'Beer Invoices' and a 'For the Love of Beer I Will .......' PDF template - encouraging consumers to get creative and stimulate the Beer Economy on their own terms.

Naturally, all the cast and crew were ‘incentivised’ with official currency – cases of Tooheys New. The campaign will be further supported by a strong in-store activation campaign. Bottleshops and pubs will be equipped with 'Beer IOU' coasters, 'Tooheys NEW Accepted Here' stickers for tradesmen, and 'Beer IOU' cheque-books.