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.