Iconic Japanese beer Asahi Super Dry is looking to create the ‘ultimate fanzone’ ahead of the upcoming 2023 Rugby World Cup taking place in France over September and October.
Asahi has unblocked a whopping £1.3 million to back the campaign, which will run from 4 September to 28 October. This activity will tie in to the brand’s status as the tournament’s worldwide partner and official beer.
The fanzone itself will be launched on 8 September at The Scoop in London, and will operate for the duration of the tournament. A watch party will be hosted by world cup winner Jason Robinson for England’s opening match against Argentina on 9 September.
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“The partnership between Asahi Super Dry and Rugby World Cup 2023, will support the on- and off-trade to drive sales of premium lager. This will be backed up by a £1.3 million marketing campaign to help generate excitement in and around the tournament, including the great social occasions and opportunities it creates,” Asahi UK marketing director, Sam Rhodes said.
“Through the Fanzo app, we will reach consumers and help them find some of the best venues to enjoy the games, where they can soak up the atmosphere over a refreshing Asahi Super Dry or Asahi Super Dry 0.0%, while our off-trade activations will further inspire and engage rugby fans during the tournament to elevate occasions at-home.”
Running across out-of-home and print advertising, the campaign will look to help retailers and on-trade operators grow their sales through a series of additional activations such as London bus wraps and a takeover of Waitrose in Coal Drops Yard.
