Robbie Deans says his exciting Wallabies need to add starch and substance to give themselves a chance of Rugby World Cup glory later this year.

While coach Deans maintained his normal measured approach, Australian Rugby Union boss John O'Neill was happy to play some mind games and crank up the pressure on tournament hosts and favourites New Zealand.

"The good thing for us is there's no pressure but for the All Blacks there will be plenty," O'Neill said on Tuesday at the Sydney launch of the Wallabies' 2011 season slogan: "One Team 2011".

O'Neill made it clear he still had high expectations of the Wallabies and declared they had the talent to do "extraordinary things."

"We want to finish 2011 as the No.1 rugby nation in the world, we make no apologies for that ambition," O'Neill said.

The ARU boss also made it clear it was about time the Wallabies ended their major tournament drought.

"We have not won the Bledisloe Cup, that mighty piece of silverware, since 2002, we have not won the Tri Nations title since 2001," O'Neill said.

"To say we're overdue for success is an understatement."

New Zealand-born Deans has just a home Test against Samoa and four Tri-Nations matches against the Springboks and All Blacks to shave the rough edges off his exuberant world No.2 ranked side.

Asked what he needed to do to enjoy World Cup success, Deans said: "We did some good things last year, we've got to add some substance to that, some starch.

"I think that you're seeing that through Super Rugby with a number of the individuals.

"The key first of all is to get through Super Rugby.

"Hopefully one of our sides will be successful and then I guess if that is the case, then it's key to ensure that success doesn't create a time lag before they focus in on what's coming next and we get on and start producing some momentum of our own."

Deans couldn't be coaxed into providing a cheap headline about what it would mean to win the World Cup in the country of his birth.

However, Prime Minister Julia Gillard wasn't so coy about outlining the potential significance of beating New Zealand.

"Surely knocking over the All Blacks on their home soil would be the sweetest victory of all," she said in a video message.

Deans admitted Queensland's contingent in the first Test of the summer against Samoa on July 17 could be affected if the ladder-leading Reds make it all the way through to the Super final eight days earlier.

"We've got a Test match the following weekend, clearly (they) will have had a lot more rugby than the rest of the (Australian Super Rugby) group, so we'll make those decisions at the time," Deans said.

"It will depend on how the individuals are travelling."

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