Lion Nathan campaign promotes Tooheys New as ‘Australian currency’

Lion Nathan is launching a campaign for its Tooheys New brand centered around sharing stories about what people do in exchange for beer.

The Beer Economy campaign, created by Saatchi & Saatchi, will see the launch of nine TV spots based on the idea that beer is constantly used as currency in the Australian culture.

The ads feature scenarios including what to charge your grandmother for helping out with chores, the laws of mateship and the logistics of milking a thoroughbred stallion for the purpose of breeding.

The campaign will have digital component with a website offering beer lovers advice and guidelines on the ‘beer values’ of various tasks. An online Beer Exchange Calculator application will allow users to answer multiple choice questions to work out how many beers they are owed, or how many they need to hand over.

The website is based around a YouTube channel which will house the campaign’s content and link users to resources which can be personalised, including downloadable branded ‘beer invoices’ and a ‘For the Love of Beer I Will ……’ PDF template for people to use when trading tasks for beer.

The campaign will be supported by in-store activation, with bottle shops and pubs stocking ‘Beer IOU’ coasters, ‘Tooheys New Accepted Here’ stickers for tradesmen and ‘Beer IOU’ cheque books.


  • Client – Margaret Zabel, Lion Nathan marketing director
  • Ad agency – Saatchi & Saatchi
  • Digital agency – Holler
  • Below-the-line agency – Momentum Worldwide


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