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Tooheys New and Saatchi & Saatchi Sydney launch The Beer Relay campaign


Tooheys New and Saatchi & Saatchi Sydney launch The Beer Relay campaign


Tooheys New has launched the second instalment in its new campaign, For the Love of Great Beer Ideas.
Following on from the launch TVC, which centred on the spirit of the
innovative Tooheys brothers, the second phase announces the chosen beer
idea – the Beer Relay.

Based on the premise that the coldest beer on Earth should be shared
with the rest of the Earth, Tooheys New is taking its SuperCold
schooner across the globe.

Developed by Saatchi & Saatchi Sydney, the Beer Relay
execution opens with a 30 second teaser TVC before a series of five 60
second TVCs follow the sacred SuperCold beer from New York to Madrid to
Cape Town – and everywhere in between.

Cinematic and tongue-in-cheek, the Beer Relay executions celebrate
Australia’s love of beer, and pride in the Tooheys brand, according to
Brett Grebert, Lion Nathan category director.

Since the launch of the Great Beer Ideas campaign we have had a
raft of feedback from consumers about the Beer Relay, and Australians
feeling we should be sharing our great-tasting, SuperCold product with
the rest of the world, said Brett. The Beer Relay is a great way to
celebrate great ideas in beer and introduces Australian Tooheys New
drinkers to a few unique Tooheys fans from around the world. 

Viewers can preview the Beer Relay journey, meet the lucky runners and access exclusive footage online at www.fortheloveofbeer.com.au.

The second phase of the brand website also includes an interactive
area for consumers to sketch their own great beer ideas online, for the
chance to have them printed on Tooheys New beer coasters.

A dedicated mobile number – 040TOOHEYS – also captures consumer suggestions and feedback, while Myne technology featuring the number 199 IDEAS will be available in the coming weeks.

A core component of the Great Beer Ideas campaign has been the
interaction with Tooheys New drinkers, and we want that to continue.
Weve had literally thousands of ideas and comments submitted online
and via SMS, and look forward to hearing what they have to say about
this epic Beer Relay journey, said Brett.

Saatchi & Saatchi creative director, Dave Bowman commented,
Its been such a great project to work on as the finished product
really doesnt feel like an ad. I think the Aussie beer drinkers will
appreciate that too.

The Beer Relay component forms part of the For the Love of Great
Beer Ideas campaign, and will be supported by free to air and pay TV,
online, outdoor, radio, SMS and QR mobile technology and press. The
first TVC launched nationally on Wednesday 11 June.

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