9 November, 2009

Lion Nathan unveils new music project for Tooheys Extra Dry


November 9, 2009

Sydney, 9 November, 2009: Lion Nathan today announced a new campaign for Australia’s fifth biggest beer brand, Tooheys Extra Dry. The Lab is an exciting new initiative which will see one rising Australian music act collaborating with a team of international recording artists to create the soundtrack for the brand’s next television commercial.

The initiative begins with a call to entry for registered artists, followed by an industry selection process. The winning band or solo artist will have the opportunity to fly to New York to collaborate with world famous music producer Mark Ronson in his NY studio and other music legends Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of the The Dap-Kings.

The final track, written and produced in The Lab will feature as the soundtrack for the brand’s next national advertising campaign, and the winner’s journey will be filmed from start to finish, resulting in a fly-on-wall documentary for release in March next year.

Tooheys Extra Dry has a long history of working with the music community through festival sponsorships and brand initiatives that support emerging artists (uncharTED, uncharTED LIVE and 6 Beers of Separation).

According to Marketing Manager – Tooheys Extra Dry, Josh Gaudry, The Lab concept was designed to maximise the brand’s engagement with and commitment to the music industry.

“TED drinkers love going to gigs, listening to and creating music – so it’s a really important vehicle for us to connect with our brand adorers,” said Josh. “We’ve enjoyed great success over the years with our festival sponsorships and emerging artists programs such as uncharTED, but The Lab really takes that association to new heights.

“Not only will we be giving a rising band or solo artist the opportunity of a lifetime, but this initiative gives us the chance to really collaborate with our punters and the international music community to create the soundtrack to our brand.”

Peer Group Media, BMF Sydney, Holler Sydney, Zenith Optimedia and Momentum Worldwide have all been enlisted to bring the initiative to life. The Lab will be promoted via an integrated campaign, featuring print, radio, TV, digital, PR and on and off premise promotions.

Tooheys Extra Dry is well-known for pushing boundaries with its advertising campaigns and breaking new creative ground through use of music: its infamous ‘Tongue’ ad used the relatively unknown Benny Bennassi track ‘Satisfaction’, which resulted in the track becoming a radio and dance floor hit in its own right.

Tooheys Extra Dry: The Lab is the next phase in the brand’s music led collaborative approach. To be part of this amazing opportunity, bands and solo artists need to register online before 18 November 2009

Key Dates are:

  • 6 November – 18 November 2009 – Artist Registration open –
  • 4 December 2009 – Winner Announcement and extended special content launched at
  • 7 December – 11 December 2009 – Writing week with collaborators in New York
  • January 2010 – Documentary trailer launched
  • 4 January – 11 January 2010 – Recording week in New York
  • March 2010 – TV campaign, track release and documentary launch


For more information, please contact Hannah Cooper at Peer Group Media on / +61(0)431 985 018.

Notes to Editors
Entrants must be over the age of 18. Full terms and conditions can be found at

Agency Credits
Music and PR Agency: Peer Group Media
Creative Agency: BMF Sydney
Media Buying and Planning: Zenith Optimedia
Digital Strategy and Creative: Holler Sydney
Below The Line: Momentum Worldwide