8 July 2026. Building on the year on year momentum of their Westpac NSW Blues partnership, Tooheys has launched its latest work as the official beer partner of the Blues, giving fans more ways to show their support and bringing the brand’s long standing connection to NSW footy culture to life.
In the ultimate act of interstate rivalry ahead of the State of Origin Game 3 decider, Tooheys has smuggled NSW support directly into the heart of Queensland with a giant wooden Trojan Stag.
Conceived and produced by Thinkerbell, the giant brand asset was ridden into Brisbane by Blues legend Aaron Woods, making itself known and heard past iconic Brisbane landmarks by blasting the Tooheys jingle, now an unofficial Blues anthem after being sung by the team following a win.
The stag was then presented to The Lord Alfred Hotel on Caxton Street as a Game Day rallying point for Blues fans. On Game Day, Aaron Woods and the Tooheys Marching Band burst out of the Trojan Stag to perform the jingle live, pour Tooheys and hand out merch, bringing Blues fans together in full voice ahead of kick off.
Karen Sterling-Levis, Brand Director – Core Beer at LION Australia says, “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. 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.”
Thinkerbell, Executive Creative Tinker, Sesh Moodley added, “If we’ve learnt anything from history, it’s that hiding things in big wooden statues is an effective way to crush your rivals. 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 integrated activation experience utilised earned, social, influencer, radio and on-premise to drive fame for Tooheys.
