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Tooheys New and Saatchi & Saatchi Sydney launch The Beer Relay campaign
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by The Newshound
on Jul 24
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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. We've 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, "It's been such a great project to work on as the finished product really doesn't 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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Related Video
The Tooheys New Beer Relay begins | Saatchi & Saatchi
The Tooheys New Beer Relay reaches New York | Saatchi & Saatchi
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