The whole world will soon be on the edge of their seats, as Rugby World Cup 2015 comes to screens and stadiums this September. The Tournament, which sees 20 teams competing against each other for the ultimate prize, will be hosted in England and played at 13 match venues around the country.
As official soft drink, water and sport drinks supplier, Coca-Cola have tackled rugby fever straight on and launched a kickin’ campaign to accelerate the levels of excitement over the next few months. They’ll be giving away up to one million limited edition rugby balls from now until November, which can be won by picking up a promotional pack of Coca-Cola, Diet Coke, Coca-Cola Zero or Coca-Cola Life, and entering the 10 digit unique code at www.winaball.co.uk.
And, it’s not just any ball that’s up for grabs. Winners will get their hands on an exclusive, hand-stitched, size four Rugby World Cup 2015 Coca-Cola Gilbert replica rugby ball, perfect for rugby fans and ideal for beginners looking to score a try. Newbies can check out Coca-Cola and ParkLives four-part video series for a quick and easy ‘how to’ guide.
No campaign would be complete without a famous face or two, and Coca-Cola has certainly picked a winning team for their inspirational film released on YouTube, which will run alongside the promotion. Rugby World Cup winners Jason Robinson and Natasha Hunt star side-by-side in a minute-long video titled ‘How To Win A Rugby World Cup’, which explores the magic of a rugby ball, and demonstrates how anyone can pick a ball and play.
The film kicks off with a hefty surge of adrenaline as it replays live footage from Robinson and Hunt’s groundbreaking careers, before cutting to the rugby stars in a field where they’re seen training a younger generation how to play the game. Meanwhile an energetic, fast-paced track sings “you could be larger than life” to shots of a rugby ball being tossed around Brighton beach and Mile End skatepark in London, showing how the game is an inclusive one and can be played in less traditional settings.
“Anyone can get active and have fun with a rugby ball, without playing full contact or even knowing any rules of the game” said Jason Robinson. “It’s great that Coca-Cola will be putting rugby balls into the hands of people all over the country, and I really enjoyed taking part in the shoot in Newham and introducing some teenagers to the sport.
“Since our Rugby World Cup win last year it’s been great to see so many more women taking an interest in rugby, but I’d love to see more get involved with the sport”, reveals Natasha Hunt. “I hope Coca-Cola’s campaign inspires women and girls all over the country to pick up a ball and give it a try.”
It will be the first time that Coca-Cola’s sponsorship of a major international sporting event will be used to promote all four variants of the brand. It’s also zero to hero for Coca-Cola Zero, as the company leads with a no-sugar drink for the Tournament.
ParkLives from Coca-Cola Great Britain, which runs free, family-friendly outdoor activities in local communities all year round, will also enjoy a special set of rugby sessions as part of the campaign. It will be hosting hundreds of free, touch, tag, rugby-fit and rugby-inspired dance classes throughout the summer in grassy locations across Birmingham, Newcastle, Nottingham, Manchester, Glasgow and the London borough of Newham.
On the other hand, Coca-Cola’s charity partner, StreetGames, who together have helped 165,000 young people access sport on their doorsteps, will be putting on pop-up street rugby sessions in every host city. The urban spin is an attempt to reel in a wider audience, and bring rugby to new people and places.
“We want to use our sponsorship to help take the sport of rugby to an even wider audience, hopefully inspiring people to get involved in the Tournament and have some fun,” explains Paul Dwan, General Manager of Coca-Cola’s Rugby World Cup 2015 team. “Our biggest ever rugby on-pack promotion will put up to one million balls into the hands of consumers across the country, giving them the opportunity to try the sport like never before – whether that’s through our ParkLives programme, partnership with StreetGames or in the garden or park with family and friends.”
The first game between England and Fiji takes places at Twickenham Stadium on Friday 18th September. Join the conversation on Twitter using the hastags #ChooseHappiness and #RWC2015.
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