Brains capitalises on rugby sponsorship
Welsh brewer and sponsor of the Wales rugby team SA Brain has launched a new marketing campaign to tie in with the Autumn rugby games.
The brewer has teamed up with the Daily Telegraph to deliver its key message of "Made in Wales. Famous throughout the World" to a UK-wide audience. There will also be billboard posters across Wales throughout November carrying the slogan "Home or Away … it wouldn't be Wales without SA".
The campaign aims to capitalise on the launch of the new Brains sponsored Welsh rugby jerseys. It is the fifth year the brewer has appeared on the shirts.
"Ours is a highly competitive market where multi-million pound TV advertising budgets battle for customers' attention — the battle to win share of voice in this sphere wasn't very appealing," said sales and marketing director Richard Davies.
"Instead we looked to find an affordable, appropriate route to the hearts and minds of Welsh people everywhere and rugby naturally came through as the vehicle to do this. Not only has it given us a greater share of voice, it has linked us emotionally to the people of Wales — so much so that a pint of SA has become synonymous with match day."
