Proudly Ordinary.
Tooheys Extra Dry
For years, Tooheys Extra Dry (TED) had been an important part of Aussie beer culture. However, by 2020 TED wasn't cool with the kids anymore. Even worse, it was getting roasted online for being 'ordinary' by a young Aussie beer-drinking audience.
We had a problem: how do we make TED cool in the eyes of young Aussies once again?
We all know that there's nothing cooler than being yourself. If people were calling TED ordinary, then why not own it? Because the truth is, TED is an ordinary, bog-standard beer. So, instead of running from the roast, we decided to fuel it by encouraging popular Aussie creators to call out TED for being an ordinary beer. Then, we used these roast quotes in our advertising, turning ordinary into a badge of honour.
“The beer you go to when you run out of the good stuff.”
“At the end of the day you’re not gonna say no, are ya?”
“Tooheys Extra Dry is the stock rims of Australian beer.”
“Definitely has its moments, but it's not, you know....”
“The Adelaide of beers.”
“It’s nothing to write home about.”
“There’s no shame in sipping on a beige beer.”
