‘Average at best, average at worst’: Tooheys Extra Dry’s new brand platform embraces ordinariness

“It’s kind of like the beer you settle for when you’ve run outta the good stuff. You know, you’re at a mate’s barbecue or something, and you go check the esky and there’s nothing left but a couple of Extra Drys, just floating there in the ice. And you’re thinking to yourself, you know ‘Who brought these?’ But you rip into ’em anyway.”

Tooheys Extra Dry’s new brand platform celebrates being ‘Proudly Ordinary’, launching with the Betoota Advocate and Big Lez roasting the beer across film, digital, social, and out of home.

“I don’t really drink the stuff that much if I’m being honest, but you know a cashie’s a cashie, am I right?” the ad, a play on Big Lez’s The Mike Nolan Show, continues.

The brand’s parent company, Lion, said being ordinary is Tooheys Extra Dry’s “truth”.

“Working with 72 and Sunny and our wonderful partners meant really owning our brand truth – celebrating the proudly ordinary – and we’re thrilled seeing it out in the world,” said Lion’s brand director, Amy Darvill.

72 and Sunny added that the brand knows what it is: an ordinary beer.

“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,” explained head of product Luke Martin.

“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.”

Big Lez thanked Tooheys Extra Dry for the “cashie” on Instagram

The platform will continue being promoted until the end of the year, with further collaborations with Inspired Unemployed, Struthless and Gocsy to come.


Client: Tooheys Extra Dry / Lion
Creative: 72andSunny
Sydney media: UM


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