Tooheys smuggles Blues support into Queensland with Trojan Stag

Tooheys has taken its State of Origin rivalry into enemy territory, launching a giant Trojan Stag activation in Brisbane ahead of the Game 3 decider.

Created by Thinkerbell, the stunt was developed as part of Tooheys’ partnership with the Westpac NSW Blues and brings together two of the beer brand’s long-running assets: the stag and its “How Do You Feel?” jingle.

The giant wooden stag was ridden into Brisbane by former NSW Blues player Aaron Woods, passing key city landmarks while blasting the Tooheys jingle, which has become an unofficial Blues anthem after being sung by the team following a win.

The Trojan Stag was then delivered to The Lord Alfred Hotel on Caxton Street as a game day rallying point for Blues fans.

On game day, Woods and the Tooheys Marching Band will burst out of the stag to perform the jingle live, pour Tooheys and hand out merchandise ahead of kick-off.

Karen Sterling-Levis, brand director - core beer at Lion Australia, said the activation was designed to put Tooheys into the middle of the Origin conversation.

“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,” Sterling-Levis said.

“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.”

Sesh Moodley, executive creative tinker at Thinkerbell, said the idea played into Origin rivalry and the brand’s existing assets.

“If we’ve learnt anything from history, it’s that hiding things in big wooden statues is an effective way to crush your rivals,” Moodley said.

“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 activation is being supported across earned, social, influencer, radio and on-premise channels.

Thinkerbell led creative, earned and social, with media by EssenceMediacom and production by HyperTheory.