How do you feel, aka I feel like a Tooheys is a national anthem for Australians. Thinkerbell and Tooheys have decided that Mojo’s 1979 jingle deserves to be brought back to the forefront. It is still the brand’s most distinctive asset.
It is the feature of Toohey’s new masterband work, running across television, OOH, digital, radio and social. The famous jingle will also be released as a track to Spotify.
The new campaign supports 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 reflecting its history and enduring commitment to brewing great, refreshing bee
Chris Allan, head of marketing – core beer of Lion Australia, stated, “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, stated, “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.”
View the original How do you feel? famous beer ads here.
Credits:
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Production: Good Oil, Arc Edit, Sonar Music
Director: Tom Campbell
Musical Director: Cameron Bruce
