'Drink Beer Regularly, It's Good for You (and Us)': Selling Tooth's Beer in a Depressed Market

Alcohol and Drugs Society
Publication Type:
Journal Article
Social History of Drugs and Alcohol, 2007, 21 (2), pp. 160 - 182
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This study examines the unique publicity activities devised by the Tooths brewery in Sydney during the Great Depression and the 1930s. Unlike many advertisers, the brewery did not turn its back on advertising or marketing. Recognising the importance of publicity, the brewery developed innovative advertising and marketing initiatives in an attempt to arrest its declining sales. Such strategies included the development of co-operative advertising campaigns, the creation of advertisements directly targeting female consumers, and the renovation of pubs owned by the brewery. However, the significance of these initiatives extends beyond the immediate economic concerns. They were also celebration of modernity. By locating Tooths advertising, marketing, and public relations activities within the broader social, cultural, and political context, this study provides a revealing insight into the way in which such campaigns simultaneously informed and reflected the Australian experience of modernity during the 1930s.
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