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By Danielle Long, Acting APAC Editor

May 1, 2023 | 3 min read

One of Australia's most iconic advertising jingles is back as beer brand Tooheys seeks to reengage beer lovers.

The 'I feel like a Tooheys' jingle, which was written by advertising royalty MoJo (Allan ‘Jo’ Johnston and Alan 'Mo' Morris) in 1979, will feature in new ads for the master brand running across TV, OOH, digital, radio and social platforms.

The jingle will also be released as a track on Spotify.

The campaign, which was created by Thinkerbell, enlisted Allan ‘Jo’ Johnston for the revival, with the ad legend making a cameo appearance in the TVC as a cheering onlooker in the crowd.

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The launch coincides with the rollout of new brand packaging created by Weave, which provides the brand with "a fresh modern look while simultaneously reflecting its rich history' with the jingle.

Lion Australia's head of marketing - core beer, Chris Allan, said, “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.”

The campaign comes as beer volumes continue to drop in Australia, which has also seen overall alcohol consumption decline by 11% over the past decade, according to research by The Brewers Association of Australia.

The beer category has also become extremely crowded with the explosion of craft breweries. The research revealed the number of Australian breweries grew from 360 in 2015 to reach 740 in 2019. However, the major breweries make up 90% of beer sales.

Beer drinkers have become less loyal to one brand and more likely to experiment and trial new beers and drinks in general.

Last year, Tooheys was the seventh biggest-selling beer at liquor retailers, according to IRI Australia figures. The list was topped by Great Northern, Carlton Dry and XXXX. Fourth was Coopers, then VB, Corong and Tooheys. Ahead of Hahn, Pure Blonde and Asahi.

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