Tooheys ‘Breathe easy’ 2.2 Lite Auburn Brewery Sydney
$24.00 – $85.00
Tooheys New is a standard Australian lager and the most popular of the beers owned by the New Zealand Lion beverages company. It can be found on tap at almost any bar in NSW.
It was first brewed in 1931 and was marketed under the name Tooheys New Special. In the 1970s, the beer began being marketed as Tooheys New Special Draught when sold in cans and bottles, later shortened to Tooheys Draught. Tap beer was still sold as Tooheys New, however. In 1998, the company decided to sell the beer under one name across all modes as Tooheys New.
In 1976 ‘I feel like a Tooheys’ and ‘How do you feel?’ad campaign for the packaged-beer brand Tooheys Draught and its on-tap sister, Tooheys New pushed Tooheys Draught/New to the number-one spot in the New South Wales beer market and held it there during a 12-year run. It was one of the most successful ever seen in New South Wales. When the slogan was axed in 1988, sales of Tooheys Draught started to slide. This poster was part of a series of sports posters that used a colloquial and irreverent style to great success.
The slogan and advertising was done by the admen who started the famous Mojo Advertising agency formed in Sydney by Alan Morris (“Mo”) and Allan Johnston (“Jo”) in 1979.
Max Walker, affectionally know to Australians as Tangles captured the attention of executives at Channel Nine and he became a pivotal member of Nine’s cricket broadcasts and its Wide World of Sports team after his retirement from the game. But advertisers will remember most the series of ads he starred in during the 1980s with his foil, Doug Walters for Toohey’s 2.2 lite beer. Playing on his buffoonish image, the pair featured a series of “world’s worst” ads created by Mojo. The campaign anchored the brand in NSW and Queensland and gave Walker even wider recognition.
This is a fantastic Australian brewery poster to compliment any wall. These prints
are highly collectable and a refreshing way to bring colour and verve onto any wall.
Our high quality art prints come professionally printed on art paper stock which
allows for a vivid image with exceptional colour vibrance and print quality. You will
not be disappointed with the quality and workmanship. We have an extensive
collection of brewery photographic and poster art and if you require something not
displayed on our site do not hesitate to contact us to see if we have it, you may be
We are adding new product and product types everyday. This piece comes in
multiple sizes for your convenience.
Shipping and Packing
Our products are delivered with a tissue wrap and rolled into a secured tube or
envelope (sandwiched between cardboard stiffeners to eliminate damage). Our
postage costs are for Australian customers only, for international sales please
contact us prior to purchase to arrange a quote for delivery. We ship via Australia
Post for all our art prints. Private courier can be arranged by request.
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