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Caledonia Best

Celebrating Scottish Rugby with Passion and Pride


The RBS 6 Nations tournament - it’s a big deal for all of Scotland. It’s a chance to show what we’re really made of. And it’s a great chance for Caledonia Best, official sponsor of Scottish Rugby, to show that it truly represents this country’s best.

The brand’s new platforms - the celebratory ‘Made of Scotland’ and the rugby-specific ‘Passion and Pride’ - were rich territories for doing just that, lionising both pint and team while rooting their strengths in Scotland.  

Our specific role was to bring the campaign to life on match day and beyond, raising awareness about the brand’s sponsor status, and letting people know they were 100% behind the team’s success. Most importantly, it was our job to galvanise the on trade crowds and get them in a roaring mood. To do so, we would:

“Bring the Scottish rugby experience, in all its glory, into bars, pubs and city centres”

We adopted a multiple tiered activation strategy, combining larger events to host hundreds of fans with in-bar elements that brought the stadium environment into the on trade.

Work in Progress

What We Did:

We made sure every fan got a taste of the 6 Nations experience, even if they couldn’t make it to the game. We accomplished that through a mix of viewing events, rugby-related games and eye-catching designs.

The Finale

The scrum machine was a very welcome departure from what people were used to from the sports experience in bar. It proved to be a big hit with the fans (the free pint definitely did not hurt). Our fan zones made sure that people without tickets to the game got to feel all the excitement of the stadium, uniting to cheer on Scotland.




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