“I Feel Like a Tooheys or Two” was a familiar melody buried in a state’s memory, waiting to be reawakened. The NSW Blues rugby league team was without a team song, a missing piece in their cultural identity. So, Tooheys offered them one: ours. A jingle every NSW local knew, even if they hadn’t heard it in years. By embedding the jingle in the team’s environment as part of the sponsorship, featuring the team in our campaign, we gave the players space to make the song their own. After a historic Game 2 win, the Blues spontaneously sang the jingle in the sheds — a raw, unscripted moment that exploded across media. They repeated it after winning Game 3 and the series, cementing it as a symbol of state pride, reinvigorating a declining beer brand, and a connection to today’s culture.