On the back of a successful 2015 Rugby World Cup campaign, Heineken achieved the strongest brand association level (80%) for the tournament in Ireland (Source:2015 Rugby World Cup Insider, Livewire). Heineken wanted to capitalise on this with a strategic approach to rugby. Rooted in brand building and consumer insights, to build their No.1 brand association with rugby in Ireland. Heineken’s rugby strategy: Own “THE SOCIAL SIDE OF RUGBY”. In response we created a real club for all fans of rugby called “The Heineken Rugby Club (HRC)”. The success of the HRC could not have happened without a stellar sponsorship platform, NewsTalk’s “Off the Ball” combined with TV3’s The Clubhouse.
