Tooheys smuggled NSW support directly into the heart of Queensland with a giant wooden Trojan Stag in advance of the State of Origin decider on July 8.  

(For international readers: The annual State of Origin is a three-game rugby league contest between New South Wales and Queensland. The pick of the players from all NRL teams in each state compete and it’s fiercely!! contested – by both players and fans.)

Tooheys has been an enthusiastic fan-spur for many years, through a Westpac NSW Blues partnership. This latest Trojan Strag stunt by the official beer partner of the Blues gives fans even more ways to show their support and bringing the brand’s long standing connection to NSW footy culture to life.

Conceived and produced by Thinkerbell, the giant brand asset was ridden into Brisbane by Blues legend, Aaron Woods, making itself known and heard past famous Brisbane landmarks by blasting the Tooheys jingle, now an unofficial Blues anthem after being sung by the team following a win.

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, bringing Blues fans together in full voice ahead of kick off.

Karen Sterling-Levis, brand director – core beer at LION Australia, stated, “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.”

Thinkerbell, executive creative tinker, Sesh Moodley, added, “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.”

The campaign used earned, social, influencer, radio and on-premise to drive fame for Tooheys.

Credits
Client: LION
Creative, Earned & Social: THINKERBELL
Meida: EssenceMediacom
Production: Hypertheory