All Black everything: brands bask in Rugby World Cup success—UPDATED

  • Advertising
  • November 2, 2015
  • Joshua Riddiford
All Black everything: brands bask in Rugby World Cup success—UPDATED

There was plenty of marketing activity during the Rugby World Cup and that has continued after the All Blacks lifted the trophy, with brands celebrating the win on social media and in print.

The 2015 World Cup champion All Blacks drew intergalactic praise from one furry ally, with Air New Zealand posting a message on its Facebook page yesterday morning from Frank, the talking dog from blockbuster film series Men in Black congratulating the All Blacks on behalf of the airline. 

In the video, Frank says the All Blacks “came, saw and conquered baby.”

Frank, decked out in a well-fitting All Blacks jersey, also generously offered his services “if you ever need an extra player”.

They left as champions, they will return as legends.Congratulations to our favourite #Squad. @AllBlacks #CrazyAboutRugby #SquadGoals

Posted by Air New Zealand on Saturday, 31 October 2015

The video builds on the national airline’s popular video released at the start of the cup featuring the All Blacks dressed in black suits issuing airplane safety instructions through a rapping Israel Dagg and Stan Walker.   

Air New Zealand also engaged in some friendly banter on Twitter with the Aussies, sparring with Qantas about a bet for the losing country’s national carrier.

Qantas’ flight staff donned All Black jerseys today after losing the bet, but this is a better outcome than it could have been for the Aussie carrier as the bet might have been for planes to be repainted in the winning nation’s colours.

Meanwhile, other corporate sponsors of the All Blacks and the tournament took out ads in this morning’s newspapers to congratulate the team on their victory.

Steinlager featured its white can in the New Zealand Herald with the simple tagline: “Four more years. We believed.” This was also posted as a video to its Facebook page.

Its main competitor, Heineken, a sponsor of the tournament, took the opportunity to promote its new Light product with the line 'celebrate for longer'. 

Barkers, the official formal wear supplier to the All Blacks, ran a long copy ad in the Herald and Dominion Post on a simple black and white background stating that “Fashions may pass but style will last”.

Major sponsor AIG had multiple pages in the Dominion Post, including a front page congratulating the team and a page extending best wishes to retiring All Blacks Dan Carter, Ma’a Nonu, Tony Woodcock, Keven Mealumu, Conrad Smith, Colin Slade and Ben Franks and unconfirmed retiring skipper, Richie McCaw. 

Ford's ad tied in its product with the line 'everyone loves multiple cupholders', Sanitarium kept it simple with its full-page Weet-bix ad, the Herald ran through the victories and Slumberzone patted the team—and its ambassador Ben from accounts—on the back.  

ANZ wasn't officially attached to the team or the tournament, but it ran its dream big campaign and was broadcast sponsor of Sky's coverage, so it referenced the result with the line 'Dream result'. 

A world dominating performance yesterday and to top it off Dan Carter is now World Player of the Year. #ForceOfBlack

Posted by adidas Rugby on Sunday, November 1, 2015

Every man and his dog was heaping praise on the All Blacks on social, with major sponsor Adidas also specifically congratulating an open-mouthed Dan Carter for his world player of the year prize. 

Another one in the bank! Congratulations on bringing it home All Blacks!

Posted by ASB Bank on Saturday, October 31, 2015

ASB had a big day given it also sponsored the Auckland Marathon and it offered a quality bank pun on social. 

Congrats Boys! Here's to back to back cups! #luckyjockeys

Posted by Jockey NZ on Saturday, October 31, 2015

Many brands referenced the All Blacks back to back RWC victories, with Jockey getting firmly in behind. 

Grit. Determination. HEART. You did it. Congrats boys! Go the All Blacks!

Posted by Rexona on Saturday, October 31, 2015

Rexona embraced the hashtag and the black and white tick for its congratulatory Facebook message.  

Well done boys! We couldn't be more proud... In fact, we're so proud we're changing our name to something much more All Blacksie.

Posted by PAK'nSAVE on Saturday, October 31, 2015

Well done boys! We're feeling some pretty blockbuster emotions right now! (And they're allllllllllllll gooooood).

Posted by PAK'nSAVE on Sunday, November 1, 2015

We couldn't be prouder to be New Zealand owned and operated, so it’s no surprise that New Zealand owned it again on the weekend! Welcome home boys, check out where to find them here: http://bit.ly/1Q6SgHg

Posted by PAK'nSAVE on Tuesday, November 3, 2015

Pak 'N Save had a bit of fun with the very versatile Stickman

And APN hinted at some upcoming honours for the captain by showing a congratulatory message on its elite screen digital network in Auckland (its Aussie division had also prepared a message, but, thankfully, didn't get to show it). 

With details of parades for the victorious All Blacks' side for Auckland, Wellington and Christchurch soon to be announced, one can expect campaigns of this ilk will continue at least over the next week as the country continues to celebrate.

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