USING CLASSIC ICONOGRAPHY TO REIGNITE THE RELEVANCE WITH A LOVED BRAND.
Tooheys is an iconic Aussie beer with working class roots in New South Wales.
However, a shift in Aussie drinking culture and declining market share to emerging brands, styles and flavours prompted Tooheys to reposition the brand closer to it’s provincial roots.
In doing so, the brand lost relevance with it’s heartland drinker.
We conducted research to find out what the brand meant to those most faithful towards it.
We found there was a strong sense of nostalgia around the iconic advertising of yesteryear, it’s embedded links in New South Wales and the to the NRL.
CREATIVE PLATFORM, TACTICAL CAMPAIGN, SOCIAL, DIGITAL
BRINGING BACK THE ICONIC WHITE CAN FROM THE 1980’S
We worked with Lion Co to develop a limited edition run of Tooheys NEW can that were redesigned to represent the classic Tooheys white can from the 1980’s.
BRINGING BACK THE LOVED ANTHEM FROM A BYGONE ERA.
To create hype around the launch of the classic can we recruited two iconic New South Welshman to recreate the classic Tooheys Anthem “I feel like a Tooheys”.
Nathan Hindmarsh (Hindy) and his flatmate – a classic white Toohey’s can called Can.
Together the two set out on a hairbrained mission to recreate the iconic advertising anthem from the 1980’s.
AN ENDURING PLATFORM.
The classic can promotion was so successful it was added as a regular promotion to the Tooheys New calendar.