Ogilvy & Mather Johannesburg on behalf of Kyknet have worked on a campaign to launch Season 4 of South Africa’s much-loved Getroud met Rugby. The Afrikaans series is based on the British tabloid-style series ‘Footballers Wives’ and is full of intrigue, scandal, sex and of course - rugby.

The ratings revealed that the show has a predominately male target audience, which indicates that both rugby and women are a winning combination. So, what better way to launch the show’s new season by taking the campaign to the next level and finding a supplier that would let Kyknet rebrand their beer?

“After searching long and hard around the country, we finally found a local brewery that was willing to specially brew a craft beer with our Boobs en Balle beer label,” said Haddad Viljoen, Kyknet Marketing and Publicity Manager.

The beer ingredients are as follows: 100% intrigue (intrigue), 85% skandaal (scandal), 69% kafoefelry (sex) and 32% rugby.

Creative Director Mariana O’Kelly concluded that “a local brewer’s participation in specially crafting a Pilsner was a creative and fun way for us to communicate details that highlighted the adult and scandalous nature of the show. The best way to launch this and to interact with our target market was to do it in a way they love best: an ice-cold beer at the rugby.”

The campaign was supported through print and activations (at bottle stores and a Blue Bulls rugby game at Loftus). Elements included buntings, T-shirts and coasters.

Catch Getroud met Rugby on Kyknet DSTV channel 111 every Tuesday at 8pm. For more about the campaign, visit https://vimeo.com/47295647