In the first campaign produced by Host for Tooheys since winning the account in January this year, it is an emotive nod to the brand’s proud history and spirit of the Tooheys Brothers.
Tanya Marler, brand director at Lion, believes that Host have perfectly captured the brand’s evolution from its inception in 1869 to a modern brand for today’s beer drinker, in a way that will resonate with Tooheys drinkers both young and old.
“Working with Host has been an exciting journey for us. The have-a-go philosophy of the brand is a fundamental part of Tooheys’ history and vision, and the whole Host team have come up with something that just encapsulates both of these elements brilliantly.
“It doesn’t matter if you’re enjoying a home cooked meal in the backyard, spending time with friends and family on the weekend or doing a bit of DIY with your mates, celebrating life’s little achievements with a Tooheys is a moment that has transcended generations. We are proud to show our drinkers that Tooheys has always been there to celebrate the quintessential Aussie spirit, and it always will be,” said Marler.
Host Executive Creative Director, Julian Watt, said “We’re proud to work on a brand as iconic as Tooheys. For 145 years, it has been earning its place in people’s lives and this campaign shines a light on that rich heritage and spirit.”
The new campaign also highlights the recent addition to the Tooheys family – the Tooheys Darling Pale Ale, named after the first Tooheys brewery in Darling Harbor– and the refreshed packaging design to the entire Tooheys range which reflects its established passion for quality in a fresh, modern way.