![](/media/2024/white footer (2).png)
![](/media/Entrants/A0015.02-THE SPIRIT OF RUGBY_ BREAKING THE GUINNESS HEGEMON.jpg?width=450&height=300&token=h1Ga1T2qvCLNskJb20gkW63ASafYiUUVhfCRmdBDA0Y%3D)
THE SPIRIT OF RUGBY: BREAKING THE GUINNESS HEGEMONY
Zenith UK: The Famous Grouse
Agency: Zenith
The Famous Grouse is never going to beat Guinness at international rugby. But by partnering with domestic rugby (with the aid of Publicis Sport & Entertainment), we created a new drinking occasion which grew the bottom line.