SA Brain beer brand has once again struck inspired marketing gold in their efforts to evade France’s alcohol ban in sponsorship and advertising.

Since the marketing genius of SA dreamt up the replacement of ‘Brawn’ for ‘Brains’ when the Welsh side played in Paris in 2005, the brand has become known for its clever avoidance of the stringent French marketing rules.

In this year’s RBS 6 Nations, Wales once again travel to Stade de France for the first Friday night game that the Tournament has ever had, on 27th February. And when they take to the field, this is what the boys in red will be sporting across their chests:

This has the double effect of ‘essai’ translating as ‘try’ in French, and spoken aloud it is an invitation to ‘try’ Welsh beer brand ‘SA’.

Nice.

By Lucie Bartlett on February 17th, 2009

Tags: Ambush campaign, Brand marketing, Rugby, Sponsorship