With the 2019 Rugby World Cup being held in Japan matches would be played during breakfast when we can’t talk about, advertise, or drink Guinness. The brief was to maintain Guinness’ position as the most associated brand with Rugby and drive volume of conversation and share of voice gains during the 2019 Rugby World Cup.
You might not be able to drink Guinness first thing in the morning but you can drink coffee. Consumption has increased so much over the past ten years it’s now one of the most popular drinks, globally. 95M cups are drunk daily in the UK alone. No wonder it’s also a Rugby player’s staple. We used this insight to create a product which continued to drive the association between Guinness and rugby.