That's What I Call Marketing S2. Ep 18: Tooheys, a new lease of life with Chris Allan.
Chris Allan is Head Marketing Core Beer at Lion in Australia and part of his role is owning the Tooheys Brand. I recently saw that this classic Australian beer had gone through a design and creative re-fresh and I was fascinated to try and find out more. If you don’t know Tooheys, it is a legendary Aussie beer, it has been around for 150 years and just sits in culture, when you order a beer you just order a New. So I was fascinated to hear about this re-fresh from Chris. In this episode we discuss:
- what was the business need that drove the decision,
- what was the process like,
- how did he manage - partners, trade, agencies
- the decisions he had to make along the way
- knowing his distinctive assets and protecting them
- how did they get to the advertising….which actually takes them back to some classic 1980s work
- what were the risks of all of that.
- the fear of owning such a legendary brand and protecting it.
This is such a wonderful story.
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