Tooheys New Carb Relief

Toohey’s New White Stag beer has been launched in Australia with a humorous television advertising campaign using the theme of carb relief. The new full strength beer has only one third of the carbohydrates of standard full strength beer. What to do with the other two thirds? Send them to people who will really appreciate them…. Americans. The campaign is online at

Tooheys New Carb Relief drop

Three commercials (90 seconds, 60 seconds and 15 seconds) shows freight crew in planes dropping crates and bags of “Carb Relief” into the air, to land on the streets of a country town far below.

Click on the image below to play the video.

A series of 15 second commercials explores the local reactions to the Tooheys New Godsend. The stunned locals don’t really know what to say… Click on the image below to play the video.

See the rest of the ads online at the Tooheys New YouTube channel.


The Carb Relief campaign was developed at Saatchi & Saatchi Australia, Sydney, by executive creative director Steve Back, creative director Dave Bowman, copywriter Iggy Rodriguez, art director Justin Carew, agency producer William Doig.

Filming was shot by The Glue Society (Gary Freedman) via Radical Media with director of photography Tobias Schliessler, executive producer Rob Galluzzo, producers Catherine Anderson and Kelli Abraham

Editor was Adam Jenkins at Union Editorial. Post production was done at The Editors, Sydney.

Music/sound design were the responsibility of Nylon Studios.