This was a pro-active idea that was launched just before The Rugby World Cup kicked off. The commercial takes ownership of the crouch, touch, pause, engage scrum rule, and turns the sequence of scrumming into a sequence of drinking. The result of the commercial was that volumes sky-rocketed over this period and it sent the brand into an upward spiral. The brand has continued to show upward momentum, even after The World Cup ended. The TOPS brand has taken ownership of rugby in the mind of the South African consumer.