About this episode
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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