Our Work – Project Highlights
Ricard
Helping Ricard engage with travelling French supporters during the 6 Rugby Nations
Challenge
Ricard is the leading Anise based spirit in France yet has only a fledgling status in the UK. The rugby 6 Nations match between France and Scotland represented an opportunity for the brand to raise its stature and drive trial among rugby fans. With limited budget and in the absence of any sponsorship rights the challenge was how.
Insight
Large numbers of French rugby fans travel to the UK to watch their national side play in the 6 Nations. These fans are supported by equally large numbers of Francophiles permanently residing in the UK. Given the brandąs popularity in France simply raising awareness of availability in the UK would drive rate of sale among French visiting fans. To drive trial among other supporters, however, it was important the communication didnąt appear overly partisan.
Solution & Results
Attention created a paper based POS kit that was distributed to bars with the highest Ricard sales in London. The rest of the kits were distributed across the UK to outlets that wanted to take part in the promotion. The kit contained 50 mini Ricard branded rugby balls which would act as a 'momento' of the game for the French supporters to take home with them.
Attention also created a series of advertisements adopting a similar creative style to the paper based POS kit. These ran in the top French consumer publications in London and allowed the Ricard brand to communicate with its main target audience, directing them to the particular bars in London where the games could be watched.
Although the communication was heavily Ricard branded, the copy line was easily understandable by English and French speakers alike. As a result, the promotion appealed to both sets of supporters and increased the rate of sale for Ricard across both audiences.