Six Nations preview: A team effort
Let the big brands help you bring the rugby to life. By Phil Mellows.
Big drinks brands are throwing their weight into the Six Nations scrum like never before for the 2005 tournament.
The good news for licensees is that there is plenty of promotional support available to help them make the event a successful one.
Tetley's, the official beer of England rugby, is expecting "the most closely-fought Six Nations in recent years" and has put in place a programme of activity to ensure its on-trade customers capitalise on an increasing interest in rugby union. "The special position Tetley's holds as official beer to the world champions gives us a fantastic platform to continue the momentum that's been building since England won the World Cup," says Doug Clydesdale, managing director of brands and sales at brewer Carlsberg UK.
The company's Beer and Sport Report, which came out after the Euro 2004 football tournament, highlighted the importance of atmosphere in building sports events in pubs, with 61 per cent of consumers saying a good atmosphere was their prime reason for selecting an outlet to watch a game.
With that in mind Tetley's will be encouraging flag-waving in England-supporting pubs by supplying St George's flags inscribed with the signatures of the world title-winning squad. Its theme for the tournament - "Tetley's - at the heart of rugby" - will appear on point-of-sale items including window stickers, fixture posters and pump wobblers in more than 2,000 pubs and clubs.
Carlsberg UK's major customers will be offered a variety of tailor-made activities including the chance for drinkers to win a picture of an England shirt with their name on the back hanging alongside the shirts of England greats.
Bombardier, brewed by Charles Wells, has recruited former England prop forward Phil Vickery to front its campaign and is distributing promotional kits in readiness for the tournament. Rugby union forms an important element of Bombardier's marketing activity because there is a strong correlation between cask ale drinkers and rugby fans. Charles Wells' campaign for greater recognition of St George's Day has already established a strong identity which enhances its activity around England matches.
Phil Vickery will feature on posters and tent cards, inviting consumers to "represent your country" by drinking Bombardier, the "Drink of England". In selected outlets drinkers will receive a mini rugby ball for every five pints of the ale they buy and will be entered into a prize draw to win one of 15 signed rugby shirts.
Charles Wells will also be repeating the TV ads for Bombardier first aired on Sky Sports during the Investec Challenge rugby series in November and upweighting its poster campaign for the matches.
Scottish pubs are not being left on the touchline either.
The Famous Grouse whisky, which last year secured sponsorship of the Scotland side until the 2007 Rugby World Cup, is making a special effort in the on-trade aimed at bringing the Six Nations to life for licensees and their customers.
Running in 550 sports-led pubs through the tournament, a promotion called "Get One Over the Bar" will give drinkers the opportunity to win a mini rugby ball when they buy three measures of Grouse during the match.
Distributor Maxxium UK will also be taking the opportunity to offer free samples to consumers at home games.
Activity around rugby will be central to The Famous Grouse's 2005 marketing plans, explains Maxxium's Bob Dalrymple. "Pubs will be full for the Six Nations matches, people will be talking about it and we want to be a part of that, supporting pubs in getting behind the national team," he says. "It makes sense for us and is a chance to make a noise at a time of year when it can be quiet."
Fans of other nations will not be left out of the Grouse activity with drip mats doubling as mini rugby goalposts for a coin flipping game.
As the official beer of the British & Irish Lions in 2005, Guinness will also be running a major promotion during the Six Nations, giving away 10 pairs of tickets, plus flights and accommodation, for the Lions tour to New Zealand.
Pubs which have already earned a reputation for rugby are invited to add to the atmosphere by giving customers the chance to win the once-in-a-lifetime prize. With every pint of Guinness participating licensees will hand over an entry form. Other prizes include 5,000 copies of the Living with the Lions DVD, a behind-the-scenes film of the British & Irish Lions 1997 tour of South Africa, and 1,000 Guinness rugby shirts.
Finally, Scottish Courage has produced a Kronenbourg 1664 campaign to promote Six Nations coverage in customers' pubs.
"With the rising profile of the Six Nations and the recent successes of England on the world stage, rugby is increasing in popularity as a sport to be enjoyed at the pub," says trade marketing manager Russell Browne. "It's essential that we continue to work in partnership with customers to capitalise on this opportunity and there is a strong correlation between Kronenbourg 1664's target consumers and rugby supporters."
The Kronenbourg kit includes banners, posters and fixture lists to help build anticipation and incentivise sales of the premium lager throughout the week leading up to a game.
Drinkers buying a pint will be given the chance to enter a free prize draw to win T-shirts or national rugby shirts, with the winner drawn on matchdays.
The highlights
- Wales v England Saturday February 5, 5.30pm
Last year this was pretty much a non-contest, with Wales only just beginning to rebuild their side facing an England team still on a high from their World Cup triumph. This time around, though, the clash is eagerly anticipated as an early indicator of how much the Welsh have improved and exactly what kind of form England are in. A victory for Wales would still be a surprise but on home turf it can't be ruled out.
England v France Sunday February 13, 3pm
This could well prove to be the real decider of the tournament. The Twickenham venue makes England narrow favourites but the French should never be underestimated and it could all hinge on whether the home side overcome their injury worries. Look out for a close-fought thriller that goes to the line.
Scotland v Italy Saturday February 26, 2pm
Seen by many as the battle for the wooden spoon, this is the game the Scots will be desperate not to lose. They have home advantage but Italy have become a better side than their generous 1,000-to-one price would suggest and at the very least the contest will provide some tense moments.
Ireland v England Sunday February 27, 3pm
Always tough competitors, the Irish may be the ones who will prove England's undoing in the race for the title. A win for Ireland at this stage will probably put them in contention for the prize themselves so you can guarantee no quarter will be given by either side.
Ireland v France Saturday March 12, 1.30pm
England fans could be watching this one as closely as their own games. Their two main rivals should provide a gripping contest and the result will go a long way to deciding the outcome of the overall tournament.
Enlgand v Scotland Saturday March 19, 6pm
According to the form books this should be a stroll for England against the old enemy but the battle for the Calcutta C
