Lion resurrects 1970s Tooheys branding for summer beer campaign

Lion has released its Tooheys New beer in classic 1970s packaging for a limited time only. The iconic red and white cans are part of a summer campaign fronted by rugby league star Nathan Hindmarsh.

Lion’s Brand Manager, Tom Bills, explained the idea behind the re-release: “We reckon they’re a big old ‘cheers’ and a nod to the values of our drinkers back in the day, you know the kind – mateship, honesty and loyalty – cracking values that continue to remain important to Aussies today.”

The series follows a campaign earlier in the year that revived the New South Wales beer’s 1970s advertising jingle as introduced Hindmarsh as the brand’s new face in the process. The latest spot, produced by Sydney agency Infinity Squared, sees Hindmarsh take over Tooheys’ marketing department with the help of his friend, a talking beer can. It will run across digital and social channels.