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