Lion has released new Tooheys masterbrand work developed in partnership with Thinkerbell. The work launched yesterday and will roll out across television, OOH, digital, radio and social.
A key element of the campaign will be bringing back the iconic ‘How do you feel? I feel like a Tooheys’ jingle which will also be released as a track to Spotify.
In bringing back the iconic ‘I feel like a Tooheys’ tune, Tooheys will be resurrecting the most distinctive of all brand assets, a jingle written by MoJo.
The campaign is off the back of a bold new look for Tooheys, with an overhaul of the brand’s packaging, designed by creative agency Weave. This packaging revitalisation has given the beer brand a fresh, modern look, while simultaneously reflecting its rich history and enduring commitment to brewing great, refreshing beer.
Chris Allan, head of marketing – core beer of Lion Australia, 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.”
Lion and Thinkerbell worked collaboratively on the new Tooheys work with its original custodian, advertising royalty, Allan ‘Jo’ Johnston, who first developed, sang and launched “I feel like a Tooheys” with business partner, Alan Morris, to Aussie viewers in 1979. Johnston also makes a cameo appearance in one of the new TV commercials, as a cheering onlooker.
Johnston said, “It’s rewarding to see ‘I feel like a Tooheys’ enduring the test of time and making a comeback in 2023.”
A range of Tooheys workers, from sales to brewery staff, also lended their vocals for the new jingle.
Thinkerbell’s national chief creative Jim Ingram, 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 do you feel?’ come to life in lots of different ways.”
And re-live a couple of the original classic ads below: