Uncomplicated Australian refreshment

Launched in 1994 Tooheys Extra Dry quickly became an Australian favourite with its easy drinking nature and refreshingly clear bottle. Backed by a range of quirky, controversial & highly memorable ads, Extra Dry was cemented as the beer of choice for a sub-culture of youthful beer drinkers, not looking to follow convention.

With that same target market getting older, moving on and a raft of competitors saturating the clean easy drinking lager space, the brand has seen steady decline since 2009. Down but not out, our job was to convert the strong awareness and dormant affection for Tooheys Extra Dry into sales and get it back into rotation within the mainstream beer drinkers repertoire.

The first step was to stop trying to dress the brand up as something it isn’t. As a stayer within the Australian beer category, they had nothing to prove – their credentials were right there in the words their drinkers used to describe the brand: Familiar, reliable, refreshing.

Authenticity comes from playing to your truth and in this case it wasn’t about inventing a ‘cool’ new version of the brand. Instead we focused on stripping things back to better reflect the brand’s long standing tagline of Clean, Crisp Taste.

The simplicity of the bold new identity re-positioned Tooheys Extra Dry as the effortless choice, the go-to beer when you're looking for something reliable and unpretentious that you don’t have to overthink or justify to your mates – how refreshing is that?

 Tooheys Extra Dry. Clean cut and functional, the unspoken staple of house parties, pre drinks and midweek beers. Designed to stand out on shelf but fit in around your mates.