The Blues and NSW sporting teams ‘feel like a Tooheys’ in latest brand campaign for the iconic beer

With the first game of the 2024 State of Origin only hours away, the Blues and other sporting teams from across New South Wales, along with Tooheys brewery staff, have raised their voices to belt out the next iteration of Tooheys’ ‘How do you feel’ campaign.

After successfully reviving the brewery’s famous jingle in 2023, Tooheys collaborated with creative agency Thinkerbell to inject the iconic tune with some modern energy, including adding verses addressing the “power of teamwork.”

Apart from the Blues and Tooheys staff from its Limcombe brewery, the film features various sporting teams, such as “the Skate Crashers roller derby team from Marrickville… a team of horse musterers in Yarramundi” and more.

With teamwork at the core of the campaign, the inclusion of several NSW-based groups was a no-brainer for the brewery’s owner, Lion.

“From the brewing floor to the pub, Tooheys is served, and consumed by many across NSW. The teams featured in our new work embody the breadth of teamwork across NSW and then celebrating afterwards over a Tooheys or two,” said Chris Allan, head of marketing – Core Beer of Lion Australia.

“It’s an honour to continue the legacy of the iconic Tooheys brand platform and jingle for another year,” added head tinker, Zac Goldberg from Thinkerbell.

“It’s a campaign with a rich history of showcasing real teams and now their singing voices too.”

The creative is already in-market, playing across social, out-of-home, cinema, television, online video and radio.

Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM

Director: Mitch J. Green
Production: Larchmont
Post Production: ARC EDIT
Sound: Sonar Music

NSW Teams:
Westpac NSW Blues
Different Strokes Dragon Boat Club
Inner West Roller Derby League
Shakespeare Hotel Chefs
Performance Livestock Wranglers
B Sharps Trivia Team


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