Once upon a time, ordering a mid-strength beer at an Australian bar was met with a few sideways glances.
But now it’s becoming the go-to choice at pubs and BBQs around the country. 

Despite its growing popularity, other beer brands have been apologetic about advertising their mid-strength beers. We knew our liquid was going to be a fan favourite, so we didn't feel the need to apologise.
In fact we went the other way…

Turns out you can’t put a visual gag into a channel that doesn’t have visuals. Who knew?!
So when it came to radio, it was a chance to tell cheeky and topical stories that spoke to moments in life where
there are times to go full strength, and then thanks to Dry 3.5, there are times to embrace the mid.

Six second talking belly button anyone?