Lion release true blue Tooheys New campaign ahead of the State of Origin
Tooheys New is banking on State of Origin fever to compel diehard Blues fans to choose its NSW-made frothy over an interstate import.
With the first state vs state clash just a month away, beer giant Lion’s new campaign leans heavily on state pride and its image as a true-blue NSW drink.
Creative to be launched on TV and online this week show four elderly women – Margie, Bev, Pam, Betty – at the salon getting their hair dyed blue in preparation for the June 27 match.
Parramatta Eels legend Nathan Hindmarsh is revealed to be getting a “blue rinse” alongside them, when Margie yells “up the blues” they all crack cans of Tooheys New – much to their amusement.
The message for rugby league fans the next time they rummage through the bottle shop cool room is simple: “Show you’re true blue with a Tooheys New.”
Host/Havas, which created the ad, explained it wanted to capture how Blue’s spirit was becoming contagious.
Lion and Host/Havas True Blue Tooheys New OOH
“Who better to show that than a bunch of die-hard Nannas and Nathan Hindmarsh enjoying a New or two in the salon,” the agency said.
Tooheys marketing manager, Chris Allan, said the beer brand’s deal with the Blues aimed to remind drinkers of its NSW history and passion for its home state.
“Here’s hoping Margie, Bev, Pam, Betty and Hindy can get the boys over the line this year with the rest of NSW,’ he said.
Host/Havas executive creative director Jon Austin grew up in New Zealand, but in recent years finds himself embracing his adopted state.
“Or as Margie so eloquently puts it, up the Blues,” he said.
Host/Havas’ previous work includes an Avis Budgets Group campaign, that aimed to communicate the simplicity of renting a vehicle from Budget.
Credits:
Client: Lion
Agency: Host/Havas
Media Agency: UM
Production company: Taxi
Director: The Co-Op
Music: Song Zu
