Heineken: Heineken Rugby Club by Rothco

In a brand new campaign aimed at extending the reach of their official rugby sponsorship, Heineken and creative agency, Rothco, are opening a bespoke online platform for fans. Heinekenrugbyclub.com has been created to enable and inspire rugby supporters to share the social opportunities of rugby.

Phase one of the campaign launched on Wednesday 16 March with a tongue-in-cheek online film. The spot highlights the benefits of opposing fans working together. To get themselves out of a tricky dry bar situation after the taps at the pub run out during a national game, fans must sing together to get them flowing again.

The film carves the way for the first iteration of the website which will include three key features to help facilitate the best match day experience for fans. The first is a profile of the first XV fans - leading the way for the mixed-supporters rugby club. The second is an in-depth profile of key cities hosting upcoming games and last, but not least, the profile of key rugby supporter’s pubs in each location.