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Tooheys Extra Dry launches The Lab’s TVC finale

Marking the culmination of the five month integrated marketing campaign ‘The Lab’, Lion Nathan will unveil its latest TV campaign for Tooheys Extra Dry (TED), created by BMF, on Sunday March 14.


March 12, 2010

Marking the culmination of the five month integrated marketing campaign ‘The Lab’, Lion Nathan will unveil its latest TV campaign for Tooheys Extra Dry (TED), created by BMF, on Sunday March 14.

The TVC extends TED’s core proposition of the ‘clean, crisp taste’ and continues the brand’s reputation for exciting, mould-breaking creative and innovative use of music.

Part TV commercial, part video clip, the creative was designed to come at its audience from different angles and is explored via several unique executions that will be drip-fed throughout the campaign – each revealing a different set of characters on individual versions of a night out, and unique journeys to the ‘clean, crisp taste’.

What sets the TV campaign apart is its development as part of TED’s broader music initiative, The Lab – led by music agency Peer Group. Each execution is set to the track Fox, by up-and-coming Aussie band Danimals – who were chosen by world famous musician and producer Mark Ronson to travel to New York and collaborate with international music legends in The Lab. The resulting track is a collaboration between Danimals, Mark Ronson, John Taylor of Duran Duran, Alex Greenwald and Santigold and is already getting air time on Triple J and FBi.

Uniquely, as opposed to the music being chosen to meet the needs of the TVC, the track was created separately in The Lab to allow the collaborators complete artistic freedom – an experimental approach to the way music and pictures come together.

Lion Nathan Marketing Director, Matt Tapper, said the campaign extends the brand’s solid music platform.

“TED has more than six years experience working with the music industry with festival sponsorships and brand initiatives such as uncharTED and uncharTED LIVE. In fact the relatively unknown Benny Bennassi track ‘Satisfaction’ became a radio and dance floor hit in its own right following its exposure in our well-known ‘Tongue’ ad.

“The Lab is our next evolution. We recognise consumers want to engage with authentic brands that share the same values they do – and TED has put its money where its mouth is to become a true part of a world our consumers are engaged with.”

Warren Brown, Executive Creative Director, BMF said “TED has always been about originality and collaboration. This campaign was a unique opportunity to work with the music industry and our agency partners from all sides of the creative process. Every piece of the campaign feels like its part of a much bigger world – which it is.”

Testament to Lion Nathan’s view that brands are built at every stage of the selling environment, the fully integrated campaign, includes TV, music video, radio, digital, PR, print, documentary and on- and off-premise activity.

“This campaign is a great example of the way we approach marketing at Lion Nathan – we recognise consumers interact with our brand at multiple touchpoints, and we see the best results when our creative is integrated across a variety of disciplines,” said Matt.

“Tooheys Extra Dry is currently the 5th largest beer in the country1 and continues to experience double digit growth2 – we’re confident this latest direction will only serve to strengthen the brand’s resonance with consumers.”

An extensive music and PR campaign, developed by Peer Group, has been supporting The Lab since its inception in November – raising awareness of the brand initiative, directing the development of the documentary, and engaging influential music industry commentators and radio stations to launch the single Fox.

“The Lab has provided people with the chance to see a very raw and truthful representation of the creative process,” said Adam Zammit of Peer Group. “A fly-on-the-wall documentary, to be released in April, will take people on the journey we have all been through over the last five months – from the very first planning meeting right through to the TV campaign.”

Meanwhile a digital campaign, developed by Holler, will see a suite of unique content and behind-the-scenes footage from The Lab available via a dedicated website and mobile site (www.tedthelab.com) and pushed out via branded social media channels.

1. Nielsen, January 2010 (5th largest in both volume and value terms)
2. Nielsen, January 2010 (over 10% VOL growth YA)


Agency Credits:

Advertising – BMF
ECD/CD: Warren Brown, Simon Langley
Creative Team: Paul Bruce, Dean Barry Frederick Hunt
Director: The Glue Society
Production Company: Revolver

Music and PR Agency – Peer Group
CEO: Adam Zammit
Group Account Director: Sarah Crane
Creative Director: James Hodgson
Documentary Producer: Alistair Ferrier
Documentary Director: Morgan Jones
Documentary Editor: The Editors
PR and Publicity Manager: Hannah Cooper

Digital Agency – Holler
Creative Director: Tim Buessing
Designer: Kerry Edwards
Copywriter: Tony Wild
Senior Project Manager: Mic Wernej
Senior Account Director: Suzette Mackenzie
Account Manager: Rich Dredge
Technical Lead: Carlos Arroyo
Flash Developers: Lukasz Karluk, Shaun O’Connor

Media Buying Agency – Zenith Optimedia

BTL Agency – Momentum Worldwide

For further information please contact:
Leela Gantman – Lion Nathan Corporate Affairs Manager
02 9290 6645 / 61402 260 540