Toohey’s Beer admits it’s nobody’s first choice at the barbie

Agencies often talk loftily about tuning in to brand “authenticity” as the way to create great advertising. But what if your brand is authentically average?

72andSunny Sydney didn’t hide away from the painful truth about Toohey’s Extra Dry. This campaign is no humblebrag; it’s shockingly up front about the fact that Toohey’s is “The beer you settle for when you run out of the good stuff” at a barbie.

Toohey’s has fully bought into the idea, and there’s a stack of creative work lined up to run between now and Christmas.

Luke Martin, head of product, 72andSunny, said: “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.”

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.