24 June 2011

Crouch, touch, pause… Coca-Cola, Official Tournament Supplier of Rugby World Cup 2011, is running onto the pitch and about to engage Kiwis with an integrated marketing campaign that will celebrate the biggest sporting event New Zealand has ever seen.

An impressive multi-channel campaign is packed with a line up of heavy-weight hitters comprising on-pack promotion, retail point of sale (POS), above the line advertising, a grass-roots rugby promotion and PR programme giving Rugby fans the opportunity to get closer to the action, their Rugby heroes and enjoy Rugby World Cup 2011 with Coca-Cola.

In line with the grand scale of Rugby World Cup 2011 the on-pack promotion will be the largest ever to be run by Coca-Cola The promotion will roll out in three stages over a 20-week period. The public will be given the once in a lifetime opportunity to win one of 100 double ticket packages to the quarters, semis and finals. Anyone lucky enough to win one of these fantastic prize packs will also have their travel, accommodation and $250 of spending money covered. The promotion runs from May 9, across the Coca-Cola, Coca-Cola Zero, Diet Coke and Sprite brands.

The extensive on-pack promotion is supported by key POS visuals that will appear in all retail outlets and a 15” second TV commercial (TVC). In addition, innovative POS display units made out of cases of Coca-Cola to recreate a bus featured in the brand TVC will provide some attention grabbing in-store theatre. Other display units are framed by eye-catching branded goal posts, bringing the game right to the customer.

The brand TV commercial sees a bus full of thirsty Rugby supporters from around the world traveling across an iconic Kiwi landscape stop at a remote dairy, only to find a single bottle of Coca-Cola in the fridge. A spontaneous Rugby match where the bottle of Coca-Cola acts as the Rugby ball ensues. The Kiwi supporter snatches the bottle to take a triumphant swig just before a red Coca-Cola truck arrives with refreshments for all. The TVC runs from the start May to the end of October.

Bright and vibrant out of home creative shows international Rugby supporters coming together to revel in Rugby’s ultimate competition with Coca-Cola. The OOH will go up from September at key sites across the country.

In the build up to the Tournament, Coca-Cola will run a campaign in association with TV3 to find New Zealand’s Rugby’s Unsung Heroes. Ex-All Black, Josh Kronfeld and TV presenter, Drew Neemia, will ask the nation to nominate Kiwis who are doing great things for Rugby at a grass-roots level. Four winners from around the country will be paid a surprise visit by Josh and Drew and rewarded with the ultimate prize – a double ticket package to the Rugby World Cup 2011 Final.

The Coca-Cola Rugby World Cup 2011 PR programme will help support the other marketing channels, creating additional awareness about key elements of the campaign.

Brid Drohan-Stewart, Coca-Cola Oceania Marketing Manager, Sparkling Beverages says, “Coca-Cola is delighted to be one of the Official Sponsors for Rugby World Cup 2011.”

“We believe our involvement in this great sporting event will provide a positive outcome for the brand and hope that this campaign will ultimately help enhance the fans’ enjoyment,” she adds.

ENDS

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