Kyknet’s Getroud Met Rugby can be described as the local, Afrikaans version of Footballer’s Wives. The scandalous series is now in it’s 4th season which was Ogilvy Joburg’s task to launch.
After ratings revealed that the target audience is mostly male, they decided to do this with beer. They found a local brewer that was willing to brew a craft beer with it’s own label, the very apt ‘Boobs en Balle’. The ingredients reading, “100% intrigue, 85% skandaal, 69% kafoefelry and 32% rugby.”
The campaign was supported through print, an army of ‘Hiekommiepoppe’ promo girls and activations at a Blue Bulls rugby game at Loftus, bottle stores and pubs with some really great results.
Creative Director: Mariana Oâ€™Kelly
Art Directors: Michelle Ferreira and Renier Zandberg
Copywriter: Stephanie van Niekerk
Group Account Director: Tom Prentice