Tooheys takes a journey through the years with ‘here’s to having a go’ campaign via Host, Sydney
In the first campaign produced by Host for Tooheys since winning the account in January this year, Aussies are reminded that as each generation has toasted their have-a-go successes, there has always been one constant – Tooheys since 1869. It is a nod to the brand’s proud history and spirit of the legendary 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 adult 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.
Says Host executive creative director, Julian Watt: “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.
The new Tooheys Brothers campaign will appear on TV, outdoor and in social media.
Lion:
Brand Director Â- Tooheys: Tanya Marler
Marketing Manager Â- Tooheys: Richard Knight
Brand Manager Â- Tooheys: Michelle Zundel
Host Sydney:
Executive Creative Director: Julian Watt
Associate Creative Director: Jon Austin
Associate Creative Director: Rich Robson
Broadcast Production Director: Kaija Wall
Group Account Director: Ant Moore
Account Director: Evaan Miocevich
Revolver:
Director: Simon McQuoid
DOP: Ryley Brown
Producer: Serena Paull
Post Production: The Editors
Heckler
Music: Turning Studios: Elliott Wheeler
24 Comments
BRILLIANT!
uh oh
Nice creative pack shot ending.
When the hell will Aussie beer brands figure out that no one really gives a damn about their heritage?? This has to be a new low for Tooheys…the brand seriously has no clue, it’s rudderless. Can’t blame the agencies anymore, as many great creative agencies have had stewardship over it (Saatchi’s, BMF) but the work just keeps getting worse.. sack the whole marketing team, immediately.
Remember when Australia did awesome beer ads? I really miss those days.
that end frame sequence is that best thing about that ad
I’m gonna keep on hatin’. I have to agree with Aussieplanner, I don’t think we can continue to blame the agencies.
With planners who think no beer drinkers care about heritage ( along with other factors) it is no wonder advertising is turning to poo and the creative – planner gap is widening.
This is like the anti-drinking campaign but in reverse, with Joe Hockey’s small business soundbite thrown in.
I guess from a rationale viewpoint this would seem a good idea, hopefully leading to feel good, nostalgic romance.
Trouble is there is no romance or emotive power about the execution, a very literal doco style retelling of things.
Needed some larrikin charm, some likability, some wit, some surprising irreverence.
And maybe some more unique Sydney/NSW context.
This looks more like a television doco “remember when” type experience.
I reckon “Here’s to Having a Go” is a really good creative platform.
Maybe wise words of advice on what should have happened with this opportunity.
I would have given my right nut to work on Tooheys when I first started out in this industry. I wouldn’t touch a Lion brand with a ten-fooot pole these days – they’re burning any equity their once-great brands had into the ground.
Experience Collectors? This? Really? Guys? Neither of those campaigns should have made it past the internal hype reel stage. To think that the punter will care about either campaign is arrogance of the highest order.
Here’s a tip for free. Tell me that your beer is delicious. And be entertaining. And market it to thirsty people. It’s supposed to be fun people.
Chins-up Host, you did a pretty good job on the brief
Not bad at all.
the steinlager Rugby World Cup “white can” advertisement is also about heritage.
This is the most boring bar ad i have ever seen. It feels like an ad that should live in the financial services category.
nice execution and hats off to the agency but rubbish insight.
Lion continue to think that people care about the way a beer is brewed
https://www.youtube.com/watch?t=12&v=Hm7VlQLgIBo
or as per this examples – that they care about heritage and tradition.
i worked on this brand for over 2 years, 2 years ago and nothing seems to have changed. Their beer tastes like piss. This is a new world where cheap imports and craft beer will sink the heritage range. When was the last time a Lion employee walked inside a bottleshop cool room?
Grow up Lion. Your direction across the board stinks.
you missed my point. people care when we make them.
below is another ad about a brand history and tradition, and actually stars a brand mascot. a quarter of a million people chose to like it on youtube, another 18,000 took the time to write about it, 58million people watched it on youtube, and hundreds of millions more on all the other platforms it popped up on.
https://www.youtube.com/watch?v=uQB7QRyF4p4
we can celebrate history and tradition, we do it every year at the holidays, valentine’s day and our birthdays. nothing wrong with that. just need to get the script and characters correct.
They used to be able to get away with making shit beer because they made great ads. Now there are hundreds if not thousands of bearded blokes producing amazing beer in Australia. The tipping point will come sooner rather than later if they keep relying on this shit to keep them famous.
I’d say this ad is an accurate reflection of the effects of their product: both put me to sleep.
It is possible to say ‘heritage’ with an idea. Makes more sense to do it about the product, not the company.
https://www.youtube.com/watch?v=Jzjga17oBqk
only beer ad ive ever given a shit about was the BLOODY BIG AD. everything else sucks.
Apparently this is the result of a 3 month pitch with 4x of the top Agencies in town, including BMF who famously ran Tooheys Extra Dry for a decade
An old favourite:
https://www.youtube.com/watch?v=-0Qd5cF2WxY
Yawn. So boring.
The P&Ging of Lion is complete……except for the W&K side of P&G.