NZRU sniffs success with fragrant new brand extension

  • Advertising
  • March 30, 2012
  • StopPress Team
NZRU sniffs success with fragrant new brand extension

Beyoncé, Britney, the Beckhams... All around the world, celebrities endorse perfumes—and, increasingly, sell their own. We can't think of too many Kiwi stars spruiking fragrances at present, but that looks set to change soon because we've learned the NZRU is set to launch its own scent called Scrummâge. 

While perfume may seem like a strange fit for the All Blacks, brand extensions are a fact of life these days, especially for huge global brands like the national team. Added to that, the powers that be are obviously trying to bask in the reflected glow of the World Cup win and many of the local unions are in financial strife, so releasing an eau de toilette in an effort to add some cash to the coffers isn't so surprising.

It's not certain what the comms approach for the launch will be yet, but we've heard the campaign will feature current All Blacks—and possibly even coaches—riding topless down a beach on a white horse, before dismounting, rolling around provocatively in the surf and whispering the phrase: 'Scrummâge: the essence of man.'

The scent is thought to be a mixture of liniment, mud and homoeroticism and will go on sale on April 1.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

NZ On Air announces first round of NZ Media Fund decisions

  • Media
  • July 25, 2017
  • Erin McKenzie
NZ On Air announces first round of NZ Media Fund decisions

The first round of funding for NZ On Air's NZ Media Fund is complete, with the announcement of the successful factual and scripted programmes that will be broadcast across a number of platforms. Plus: media companies share their thoughts on the model.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit