October 1, 2010
Lion Nathan will unveil its new brand campaign on Sunday, when the latest Tooheys Extra Dry TVC hits TV networks nationally.
Created by BMF, the TVC upholds the brand’s reputation for the unexpected as we follow a regular guy’s journey to the clean crisp taste, and will be seeded online to fans today as a sneak preview to the official launch this weekend.
Shane Bradnick, BMF Creative Director, said the new campaign is based on a simple insight into what happens to beers at a house party.
“We’ve all had our beers disappear from a house party before… you put a six-pack in the tub and when you come back you can’t find your second beer. It’s nice to think it wasn’t your friends who took them.”
Set in a world of interconnected house parties, the TVC also includes a brief cameo from one of the brand’s most famous icons, the tongue – giving a cheeky nod to a classic symbol of Tooheys Extra Dry’s clean, crisp taste.
Lion Nathan Brand Director Jon Bradshaw said taste was the reason Tooheys Extra Dry is now the country’s number five beer brand.
“Tooheys Extra Dry is one of Australia’s most popular beers, and that’s in a large part because consumers love its clean crisp taste. Our consumers know that the best nights out are always the unplanned and unexpected ones, and Tooheys Extra Dry is the perfect accompaniment to those adventures. Our new campaign delivers on this product truth and brand benefit in an original and engaging way.”
In true Tooheys Extra Dry fashion consumers were engaged throughout the production process via a Facebook competition, which gave a volunteer fire fighter from Victoria the chance to become an extra in the TVC. The ‘Get on Set’ competition generated the largest increase in membership the brand has ever experienced.
The 30 and 45 second TVCs will run throughout October and November and again in 2011, and will be complemented by an integrated digital and outdoor campaign. The digital campaign will incorporate a unique YouTube ‘takeover’, whereby the entire page becomes consumed in the TVC creative when consumers choose to watch it.
Advertising – BMF
|Creative Director:||Shane Bradnick|
|Art Director:||Carlo Mazzarella|
|Planning Director:||Simon McCrudden|
|Account Management:||Karen Martin, James Kennedy, Lex Higlett|
|TV Producer:||Sue Stewart|
|Production Company:||Exit Films|
|Production Company Producer:||Karen Sproul|
|Post Production:||Cutting Edge|
|Visual Effects Supervisor:||Colin Renshaw|
|Music Composer:||Electric Dreams|
Digital Agency – Holler
Media Buying Agency – Zenith Optimedia
For further information please contact:
Leela Sutton (nee Gantman)
Lion Nathan Corporate Affairs Manager
02 9290 6645 / 61402 260 540