World-first, category-changing, world-leading – Tooheys Extra Dry is claiming to be none of these. It’s touting itself as Proudly Ordinary. It is, however, appealing to the universal enjoyment of self-effacing humour and Australia’s national pride in its Aussie-ness.
The campaign by 72andSunny Sydney involves partnerships with a collection of cultural collaborators who will roast TED, as it celebrates being proudly ordinary.
In the Betoota Advocate it is reported as being the “Adelaide of beer” following a report by “consumer advocacy group, Comparisons of Licensed Drink making Operators & Not-So-Good Equivalents (COLDONE)”. Among the report’s findings are that “despite being the 10th most popular beer in Australia by volume sold, being handed a Tooheys Extra Dry is equivalent to being sat next to your aunty’s polite new boyfriend at Christmas. Good company, but again, not stealing the show.”
Mike Nolan has (somewhat) graciously endorsed TED with the comment, “I don’t really drink the stuff that much to be honest but a cashie’s a cashie, right?”
“We wanted to embrace and amplify what was already happening in culture; Tooheys Extra Dry was being called out as an ordinary beer, which is the truth. The brand knows what it is, and what it isn’t, there’s no BS, it is proud to be ordinary. It’s not every day you get a client partner confident enough to create this type of campaign and it’s been an awesome experience working alongside the team at Lion to get this project out into the world,” stated Luke Martin, head of product, 72andSunny.
The campaign is running across film, digital, social and OOH. Further creative acts – Inspired Unemployed, Struthless and Gocsy – will launch monthly between now and Christmas.
Client: Tooheys Extra Dry
Creative: 72andSunny Sydney