Lion revives ‘I feel like a Tooheys’ jingle in new campaign via Thinkerbell

Thinkerbell’s latest work for Lion’s Tooheys has resurrected the old-school jingle, ‘How do you feel? I feel like a Tooheys’, off the back of a brand refresh from creative agency Weave.

The new campaign consists of a two spots – one, a classic footy match, and the other, a drummer ‘saving the day’. Both celebrate a victory in their own rights with a can of Tooheys beer.

Lion Australia’s head of marketing – core beer, Chris Allan said: “Tooheys is a brand that has been celebrating having a beer with mates for over a century and a half. There’s so much to love about Tooheys, including its iconic jingle, which we feel will resonate with existing Tooheys fans plus a new generation of beer drinkers.”

The creative included two 45 second executions, as well as two 30 second and two 15 second cutdowns.

Thinkerbell and Lion collaborated with custodian Allan ‘Jo’ Johnston, on reworking the jingle, which originally launched in 1979, written by MoJo, and developed and sung by Johnston. The new jingle features the vocals of a range of Tooheys workers, from sales to brewery staff.

“It’s rewarding to see ‘I feel like a Tooheys’ enduring the test of time and making a comeback in 2023,” said Johnston.

Jim Ingram, national chief creative at Thinkerbell said: “We’re proud to have had a hand in creating a contemporary remake of this classic brand platform that so many Australians have grown up with and loved, while also reflecting the heritage of the Tooheys brand. We’ve had a bit of fun with this and you’ll hear the iconic jingle, and its evocative question, ‘How you do feel?’ come to life in lots of different ways.”

The new campaign is rolling across television, OOH, digital, radio and social, and the jingle has been released on Spotify.


Client: Lion

Creative agency: Thinkerbell

Media agency: UM

Production: Good Oil, Arc Edit, Sonar Music

Director: Tom Campbell

Musical director: Cameron Bruce


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