Tooheys has launched its latest work as the official beer partner of the Blues, giving fans more ways to show their support.
In an act of interstate rivalry ahead of the State of Origin Game 3 decider, Tooheys has smuggled NSW support directly into the heart of Queensland with a wooden Trojan Stag.
Conceived and produced by Thinkerbell, the giant brand asset was ridden into Brisbane by Blues legend Aaron Woods, making itself known and heard past Brisbane landmarks by blasting the Tooheys jingle.
The stag was then presented to The Lord Alfred Hotel on Caxton Street as a game day rallying point for Blues fans. On game day, Aaron Woods and the Tooheys marching band burst out of the Trojan Stag to perform the jingle live, pour Tooheys and hand out merch.
“Taking the Trojan Stag into the heart of Maroons territory is a bold move that underscores our commitment to showing up for our fans in unexpected ways. This project isn’t just about the rivalry; it’s about creating a moment of genuine cultural impact that rallies our supporters and cements Tooheys’ place in the front row of the State of Origin conversation,” said LION Australia brand director of Core Beer Karen Sterling-Levis.
“If we’ve learnt anything from history, it’s that hiding things in big wooden statues is an effective way to crush your rivals. The Trojan Stag takes two of the brand’s most loved assets, the stag and the jingle, and smuggles NSW pride straight into enemy territory. It is big, a bit of fun, and built to give Blues fans something to gather around, sing with and get behind. UP THE BLUES,” added Thinkerbell executive creative tinker Sesh Moodley.
The integrated activation experience utilised earned, social, influencer, radio and on-premise.
Credits:
Client: LION
Creative, earned & social: THINKERBELL
Media: EssenceMediacom
Production: HYPERTHEORY
