The rugby teams of England, Scotland, Ireland and Wales are sworn enemies. But, one thing unites them.
The Lions.
An amalgamation of all four nations. They come together every four years. In 2025 they went to Australia.
The question was how to make Charles Tyrwhitt, the British clothing company, synonymous with the Lions and thereby increase awareness and increase sales?
They are unified with one shirt. This year it was more than one shirt that unified them. The Lions wore the same wardrobe. All sponsored by Charles Tyrwhitt.
To do this there was a lot to tackle. There was fierce competition from bigger brands. The target audience of hardcore rugby fans were even harder to engage with.
We created a 360 campaign. We dressed players who presented the games live. Legends of the game were featured. From photo shoots to a content series featuring the ex-Lion, Matt Dawson. Fans flying out were targeted with advertising at Dublin Airport. There was pitchside advertising to shop windows to videos. A live show generated £10k and awareness for the rugby charity Looseheadz.
The results on and off the pitch exceeded expectations: Over £440k of the range was sold. An uplift of 24% in new customers. The brand association with rugby hit 45% and there were 10k new followers. All for a spend that was less than any other brand.
By using our heads, not just brawn, Charles Tyrwhitt beat bigger spending brands to become synonymous with the Lions.
