Agency: JWT London
Role: Senior Global Strategist
The challenge
To drive greater consideration of wine during the 2015 Rugby World Cup, wine brand Wolf Blass wanted to make the brand more prominent to Rugby fans. However, the RWC and rugby overall already had established sponsors and brands such as Guinness with a heritage in the sport.
The strategic choice
Insert Wolf Blass into the discussion and drinking around the Rugby World Cup by curating debate around the best players to ever play the game.
My contribution
Senior Global Strategist at JWT London.
The insight
Owning an event like the Rugby World Cup is nearly impossible for a non-sponsor, but discussion of the sport is free for any brand to associate with. RWC and events like it always generate discussion about more than the games themselves - including the contentious topic of the greatest to ever play.
From strategy to expression
Winning Lineup - Wolf Blass released limited edition bottles with labels featuring each Rugby position. Around this product launch, we recruited famous rugby player Will Greenwood to host weekly discussion of the best players to play each position, sending bottles to the winning players as voted by fans.