What’s New is Old: How a 45-Year-Old Campaign Brought New Life to Tooheys

Date: 19 September 2024

A brand looking to reinvent itself, a team looking to reassert itself. This is a story of two state icons each on their own journey to recapture the hearts and minds of old fans and new fans, of Blues fans and New fans.

In 2024 Tooheys and the NSW Blues set out their own plans for a comeback but, as in so many great sporting stories, the journey to success was inspired by those who had come before us.