This campaign transforms the heroes of the Six Nations into near deities visible on all POS however not taking itself too seriously, expressed in the ‘battle cry’ drip mats.Supported by direct mail offering a free pint of Tetley’s during the Six Nations targeted at O’Neill’s & RFU databases.

External communications included Six Nations guides and flyers as well as branded battle shields distributed at rugby grounds.Sales promotions; FPD linked to Guinness purchases, to win an O’Neill’s rugby shirt, draw took place after every match, and a competition to win a trip to Martin Johnson’s testimonial in Hong Kong.

The results translated a great creative promotion into an effective sales promotion, specifically the results were:-60.1% uplift in sales.-692% ROI.-The day-part sales showed an extended drinking occasion from the periods before.-With the support of the DM and pre-awareness campaigns the first matchday kicked off with great energy and atmosphere which built throughout the tournament.-Also carried on momentum after the tournament with an increase in Live Sport sales.It exceeded all expectations as the campaign was very successful at achieving and beating all objectives and ROI targets, delivered within budget.