Kick Off - A round up of Rugby World Cup Ads

The Rugby World Cup was hosted by New Zealand this year and saw a number of key sponsors jostling for recognition both on and off the pitch.
Interestingly enough, some of the best campaigns were fought and successfully won by companies that used a range of crafty tactics to take advantage of the coverage and hype surrounding the big event - and even without being an official sponsor!


Steinlager
Client: Lion Breweries
Brand: Steinlager
Media: TV, Newspaper, Outdoor, Digital
Agency: DDB Group NZ

Steinlager Can revived from the classic design for the RWC 2011

Synopsis: The main official sponsors of the Rugby World Cup (RWC) as far as alcoholic beverages was concerned was widely accepted to be Heineken (beers) and Brancott Estate (wines). The multi-media campaign created by DDB NZ successfully positioned the white beverage can as a loyal supporter of the All Blacks, and created an implied association with the RWC as a result.

Nostalgia, a good story line and the incredibly well-timed execution of the campaign meant a lot more impact for a relatively modest budget. Check out the TV Ads at the following link