Tooheys Extra Dry and 72andSunny Sydney have launched a new brand platform, Proudly Ordinary, for the iconic Aussie beer.
This sees the brand partnering with a number of cultural collaborators who will roast TED, as it celebrates being proudly ordinary, beginning with the Betoota Advocate and Big Lez, across film, digital, social and OOH.
"Working with 72andSunny and our wonderful partners meant really owning our brand truth - celebrating the proudly ordinary - and we're thrilled seeing it out in the world," Lion brand director Amy Darvill says.
Further creative acts will launch monthly between now and Christmas, including Inspired Unemployed, Struthless and Gocsy.
“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," 72andSunny head of product Luke Martin says.
"The brand knows what it is, and what it isn’t, there's no BS, it is proud to be ordinary. It’s not everyday 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.”
In the past couple of months, 72andSunny has been named creative partner by amaysim and Kraft Heinz, launched a new brand identity for Infigen Energy, created a campaign for global insurance company Chubb’s US Open sponsorship, as well as launched a new creative platform for Kraft Heinz’s flagship brand Golden Circle.
Credits
Client: Tooheys Extra Dry / Lion
Creative: 72andSunny Sydney
Media: UM
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