To create a rugby-themed campaign that promoted Crabbie’s sponsorship of rugby, and positioned Crabbie’s Alcoholic Ginger Beer as the perfect ‘first drink’ while watching the game. The campaign had to be flexible enough to span a variety of international (Scotland, Wales) and professional rugby teams (Edinburgh and Glasgow Warriors).
Our campaign invited rugby fans to ‘Kick off with a Crabbie’s’, with a call to action and a visual identity that made the drink, quite literally, part of the game.
We kept visuals and messaging rich but simple, heroing Crabbie’s sponsorship, with flexibility to adapt it across different markets without changing the look and feel.
We rolled out the campaign over on-and-off-trade POS kits, as well as a rugby passing cage, trade ads, programme ads and perimeter boards. We also produced big screen ads which, rather appropriately, kicked off the 2016/17 Premiership season at Twickenham’s London Double Header Day.
The campaign was well received, and we have now adapted it for the US market, delivering on-trade POS kits, stadia broadcasts, TV clock wraps and a TV spot to highlight Crabbie’s recent sponsorship of the US national rugby team.
The campaign has now crossed the pond and has been adapted for use in the US as Crabbie’s becomes a sponsor of the US national rugby team, with a digital campaign, on-trade POS kits, stadia broadcasts, and TV clock wraps.