Tooheys celebrates heritage with new branding and campaign

June 26, 2015 1:03

Tooheys is celebrating its heritage in a new campaign going back to the brand’s humble beginnings in Sydney in 1869 with the story of the Tooheys brothers as the brand introduces new product Darling Pale Ale, named after the Tooheys brothers first brewery the Darling Brewery.

The online video, created by Infinity Squared, goes through the brother’s start and how the Tooheys brothers spirit remains in what the brand, and the beer, means today.

It is running across social media and across the brand’s website, with new branding, which sees the word “brothers” added beneath Tooheys, across products to complement the campaign.

Credits:

Production Company: Infinity Squared
Director: Melvin J. Montalban
EP: Dave Jansen
Managing Partner: Tom Phillips
Business Director: Sam Warfield Smith
Senior Account Manager: Alex Budge
Producer: Amy Jarman
Creative / Designer: Chloe Yeung
DOP: Campbell Brown
Production Assistant: Gwendolyn Jimenez

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

topics ad, beer, Campaign, creative, Host, Tooheys

Comments: 13 Add Comment

Sic 26 Jun 15

The video equivalent of drinking the product.

adgirl 26 Jun 15

It’s a nice piece, but what is it trying to SAY to consumers? Buy Toohey’s because over 100 years ago the founders did some stuff? I don’t think history sells beer.

S Ess 26 Jun 15

Not sure how keen blokes will be to drink ‘Darling’ Pale Ale.

Tapped Out 26 Jun 15

Jesus, who gives a flying f*ck? Toohey’s is quite patently a long way from being “craft”, so why all the heritage guff? Where is the insight into beer-drinking? Where is the consumer? Why is ALL Australian beer advertising so flat at the moment? Why didn’t someone take the advice of the brothers Toohey and just gave a go at creating something half-decent?

Selfie 26 Jun 15

The equivalent of meeting someone who can only talk about themselves.

whats the point? 26 Jun 15

Look at the brand’s campaigns over the last few years and you have a brand with either a severe crisis of identity or a brand who will throw anything at the wall in an attempt to be in with the kidz and see what sticks.

Lint 26 Jun 15

Navel gazing of the highest order. Did anyone involved in this campaign stop to think ‘what’s in it for the consumer?’, ‘why should I care?’

Briar 26 Jun 15

Well done guys!

Greg the advertising guy 27 Jun 15

Beer sales are falling worldwide.
So at the very time when they need to be doing something exciting beer company reverts to conservative ‘factory tour’ advertising like its 1970.
Remember :You go and drink beer because it’s fun.

Coopers Fan 27 Jun 15

Nothing about flavour and nothing compelling me to ask for a Darling Pale Ale instead of a Coopers next time I step up to the bar

rotten in the state of Denmark 28 Jun 15

what’s going on at Lion? Earlier this year we got a travel ad called “experience collectors” on Hahn.

Then then ditch BMF and all the amazing work they did on Tooheys Extra Dry for this corporate video?

Is this from Host? The fact there are no Agency credits says it all really

Junior 29 Jun 15

This is what happens when you let your media agency make your ads.

CJ 30 Jun 15

People still drink Tooheys?

Tooheys celebrates heritage with new branding and campaign

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