Asahi’s partnership with the 2023 Rugby World Cup in France was a brave undertaking considering Heineken’s heritage in this space. Not only that, limitations were placed on alcohol marketing and time differences in key markets such as Japan and New Zealand. Nevertheless, our task was to build penetration amongst rugby fans while supporting Asahi’s desire to build a global brand.
In New Zealand, the challenge was equally comprehensive – overcoming Steinlager’s domestic sponsorship of the All Blacks while navigating time differences that weren’t conducive to beer drinking!
We navigated loi Évin legislation by using ‘smart brand assets’ across the tournament venues including 0.0%, Asahi Group Holdings, the Japanese Kanji, “Super Try” and “Aaah!”.
Asahi Super Dry also became the Official Partner of the first ever official Rugby World Cup podcast and Presenting Partner of ‘The Rugby Pod’.
We also delivered a huge guest programme encompassing bespoke events, hospitality, accommodation, transport options and ‘beyond expected’ match day experiences.
In New Zealand, we launched the campaign before anyone else – six weeks before the Rugby World Cup. Through Japanese influencers, Uber & Urban list partnerships, localized content, and bar activations, Asahi created a narrative around being part of the shared experience of watching rugby, highlighting foreign teams like Japan to engage Kiwi audiences.
The Rugby World Cup 2023 campaign successfully increased share of market amongst rugby fans and increased sales around the tournament in key markets.
Exact details on the results cannot be shared due to confidentiality reasons.
