Coca-Cola’s RWC 2015 journey began back in 2013 when Synergy were briefed to undertake a review of the GB sponsorship landscape. Coke wanted to understand which upcoming events and moments would most excite their consumers and have the potential to supercharge their business.
RWC 2015 was that moment, and Synergy’s role was paramount in developing the business case, helping sell this across the business and supporting the sponsorship contract negotiations.
Once signed, work began supporting operational and brand planning, including managing the day-to-day relationship with the organisers, and operational logistics including product provision for all 20 participating teams and 70 training and match-day tournament venues. We ensured Powerade’s world-class field-of-play presence, providing teams with 2,600 sipper bottles, 414 bottle carriers, and 90 eskies. And our on-site support role during the tournament took us to every stadium to maintain Coca-Cola’s visual and product presence.
We also managed Coca-Cola’s RWC 2015 approvals process, optimising use of RWC IP and campaigns such as Coke’s biggest ever rugby on-pack promotion.
‘Win A Ball’ became the most successful on-pack promotion in history for Coke GB, with over 1.1m entries, helping Coca-Cola to rank as the #1 most recalled Tournament sponsor amongst its 16-–49s target market. Driven by a 1.3m sampling campaign, RWC delivered double-digit volume growth for lower calorie variants Diet Coke and Coke Zero, as well as Glaceau Smartwater – another vital objective for the company.
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