‘The ‘Adelaide’ of beer’: Tooheys Extra Dry highlights the best of its reviews in ‘Proudly Ordinary’ follow up
The second phase of Tooheys Extra Dry’s self-deprecating campaign, following up its collaboration with the Big Lez Show and the Betoota Advocate, has been revealed – turning some of its glowing reviews into digital videos and out-of-home (OOH) ads.
“Stop complaining and pay 15 more bucks”, recites a robotic voice in one film. “Officially been labelled the ‘Adelaide’ of beer”, it says in another.
The campaign launched earlier this week, embracing the ‘ordinary’ nature of Tooheys Extra Dry with the new brand platform ‘Proudly Ordinary’.
They could have pulled off the same irreverence with better execution.
They should have differentiated itself as an alternative to the ‘gimmick’ of the ‘craft beer’ movement and the sheep that follow this movement. Create an anti-movement, or an ironic ‘pride in the average Aussie battler’ campaign. It could be a lot of fun and motivate a response to buy..
This won’t work, and I don’t believe this creative is ‘brave’, it is suicidal. Hats off to the Betoota for taking their money and laughing at them all at once – they are the only true winners here.
I like this campaign very much. There is such a thing as damning with faint praise, which can operate as destructive criticism, but here ordinary is good enough when you consider that it probably costs less than some more “upmarket” beers, and yet it’s likely a valid brew and a thirst quencher.
Perhaps you are the kind of person who doesn’t want “class in a glass,” you simply want a certain taste and a thirst quencher at a reasonable price.
BritishSeagull outboard boat motors (no longer in business) used to be marketed as “The Best Outboard Motor In the World” but the golden superlative rules found them changing the slogan to:
“The Best Outboard Motor For The World.”
Really confused by this. Has completely missed the mark. Going to be a tough summer for TED. How this got approved is beyond me.
I reckon this will shift truckloads of beer – in places most agency people never venture. Sure, you’re not going to see a spike in the Sheaf or the Oaks, but I reckon traditional Tooheys drinkers will lap this up… if you forgive the pun.
This is very possibly the worst thing I have ever seen. In fact I cannot think of anything close to this bad.
Really?