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Facebook campaign launch for Tooheys Extra Dry

Sydney’s BMF has designed a creative for Tooheys Extra Dry scheduled to be rolled out on Sunday.

The 'Repay Your Mouth' creative is to be unveiled on free-to-air and subscription TV across Australia.

"The new ad is sure to grab attention and drive talkability - its provocative, but that is what's great about Tooheys Extra Dry as a brand - we can be a little more adventurous with our creative,” said Matt Tapper, national marketing director at Lion.

“TED has always had a reputation for being left of centre, and we feel that 'Repay your mouth' once again pushes boundaries and builds on the fun and eccentric personality that Tooheys Extra Dry is loved for and is appreciated by our drinkers."

Justin Ruben, BMF creative director said: "We wanted to stay true to TED's long history of off-beat and surreal advertising. We also wanted to put "The Clean Crisp Taste of Tooheys Extra Dry" at the heart of the idea, just like the highly successful 'Tongue' commercial TED did all those years ago."

The campaign has been teased via Facebook, and will be executed on outdoor, digital and PR platforms.

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