Tooheys taps nostalgia to relaunch Ultra as brand platform evolves

Tooheys is leaning into its heritage playbook as it rolls out new creative for Tooheys Ultra, following its freshly inked partnership with the Sydney Swans.

The campaign positions Ultra - a full-strength, zero-carb offering - within the broader Tooheys brand platform, using nostalgia and cultural cues to reconnect with Australian drinkers while appealing to shifting tastes.

Created by Thinkerbell, the spot centres on a schooner travelling along a winding bar in a single, in-camera sequence, a visual metaphor for the beer’s “refreshingly smooth” profile. 

The work nods to the iconic “I Feel Like a Tooheys” platform from the late 1970s, bringing back Mike Whitney alongside pub-rock band Dune Rats, who rework the classic jingle for a new generation.

Karen Sterling-Levis, brand director - core beer at Lion, said the campaign needed to balance product innovation with brand consistency.

“Tooheys has always played a role in bringing people together over a great beer. While the refreshingly smooth taste of Tooheys Ultra meets the changing demands of today's drinkers, it was vital that it still felt distinctly Tooheys. That's where our iconic jingle comes in,” she said.

“From the NSW Blues to live music, and now Tooheys Ultra, it remains our most powerful asset for connecting the entire Tooheys portfolio.”

The creative also leans into craft at a time when AI-led production is becoming more prevalent. The sliding schooner sequence was captured using a practical set and magnetised track, rather than visual effects.

Zac Goldberg, head creative tinker at Thinkerbell, said the execution was designed to reinforce authenticity.

“The sliding schooner is a simple but powerful metaphor for Tooheys Ultra’s smooth taste. For a brand with the authenticity and longevity of Tooheys, capturing everything in camera is as significant as showing the brand’s legacy from Mike Whitney to the Dune Rats,” he said.

The campaign rolls out across film, digital, social, out-of-home and audio, extending Tooheys’ renewed focus on brand-building following its return to major sporting partnerships.