The 2015 Rugby World Cup is underway with 20 nations from around the world competing over the next six weeks to become the world champion. The tournament is currently being hosted by England – the home of rugby from 18th September to 31st October. Lucozade Sport – a range of still, fruit-based, isotonic energy drinks is promoting its sponsorship of home teams during the 2015 Rugby World Cup with “For Home Nations Only”, a cheeky advertising campaign.
The primary idea of the campaign is a friendly advice to all foreign nation sportspersons competing in the cup to keep their hands off from Lucozade Sport. It aims to show the brand’s “playful side “with “camaraderie and banter” by banning the drink from visiting nations. The campaign is to enforce a blanket ban on sales to overseas rugby teams.
Carrying forward the association with Rugby, Lucozade this year has invested £9 million 360 degree campaign that includes TV, digital content, national sampling, in-store activation and on-pack promotions.
To start with the campaign, the brand in association with its agency Grey London, launched a video featuring Australian winger Drew Mitchell, French hooker Dimitri Szarzewski, South African winger Bryan Habana and Namibian loose forward Jacques Burger take elocution lessons and dress up with masks and local clothing in an attempt to purchase their supplies of Lucozade.
But getting away with the sports drink is no easy task when confronted by the real English captain Chris Robshaw, Welsh full-back Leigh Halfpenny, Irish scrum half Conor Murray and Scottish fullback Stuart Hogg. Launched 2 weeks ago the video “Strictly For The Home Nations Only” has fetched more than 32K views.
At present the campaign has launched another six videos with the same theme. There are 3 videos that are focusing on how foreign national players can enjoy other things in England or Cardiff during their stay but should stay away from Lucozade. The below video welcomes players to Newcastle and finally ends with a warning to South Africa.
The campaign has also come up with a two-and-half-minute long video focusing on behind the scenes of the shoot.
According to Marketing, Lucozade Sport has also partnered with Sky Sports to announce the notion of a ban on the sales of the drink to visiting international nations in a spoof ad series that have the ‘look and feel’ of breaking news. The ads run until the end of this week to “get people talking.”
On social media, the brand has been busy sharing the videos of the campaign and running online contests to win tickets as well as Rugby shirts. #HandsOff is the hashtag that is being used to drive conversations along with the new set of emojis recently released by Twitter for the tournament.
— Lucozade Sport (@LucozadeSport) September 1, 2015
— Lucozade Sport (@LucozadeSport) August 27, 2015
The activity follows the successful launch of the new exotic Mango & Passion Fruit flavour, available in two key formats, 500ml single and 4x500ml multipack, which has generated £1.8m in its first three months.
Lucozade considers this as a very big opportunity as the games land into the home turf. “With the tournament landing on home soil we’re expecting a lot more people to engage with the sport… The opportunity feels quite big this year,” Vicky Morgan, marketing manager for Lucozade Sport said. “We decided to create a tongue in cheek campaign that brings to life the light hearted rugby banter tone.”
With its light tone and cheeky communication, the campaign is surely going to tickle the funny bones of the English Rugby loving fans. Will the cup remain with the hosts or will it just have Lucozade Sport energy drinks?