Wolf Blass
Putting a wine into the rugby debate.
During the 2015 Rugby World Cup, Wolf Blass launched position-themed bottles and had Will Greenwood host debates on rugby's greatest players to spur wine sales.
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.
what changed
Rugby player Will Greenwood hosted a weekly discussion of the best player in each position, and the winners, as voted by fans, were sent their bottles.
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.
The strategy
Winning Lineup – limited-edition Wolf Blass bottles with a label for each rugby position, and a debate about the best player ever to fill each one.
The work
