THE CLIENT AND EVENT:

Asahi was the official beer of the Rugby World Cup 2023 in France, bringing its premium quality and distinctive taste to the forefront of the event. This partnership highlighted Asahi's dedication to celebrating the unity and excitement of rugby, enhancing the fan experience with its crisp, refreshing flavour available in stadiums and fan zones throughout the tournament.

THE BRIEF:

Asahi aimed to achieve strong brand recognition while delivering a memorable experience for hospitality guests during the Rugby World Cup 2023. Wild Thang was tasked with designing standout uniforms for hosts and staff across 33 events and five exclusive hospitality spaces. The client also required premium VIP gifts with a "wow" factor that would leave a lasting impression, ensuring guests would retain these items as keepsakes connected to both the event and the Asahi brand.

THE SOLUTION:

Wild Thang collaborated closely with Asahi from concept to delivery, creating high-quality merchandise and uniforms that perfectly reflected the brand's identity. Key elements included:

• Bespoke Uniforms: Silver foil bomber jackets and embroidered berets, aligning with local culture and event aesthetics.
• VIP Gifts: Premium tech backpacks and branded charger cables designed for both functionality and long-term use.
• Event Branding: Staff and hospitality spaces were carefully styled to reinforce brand visibility and deliver a cohesive, professional appearance.

The well-dressed spaces and thoughtful merchandise created an engaging environment, keeping Asahi top of mind long after the event concluded.

Results Summary:

Wild Thang’s partnership with Asahi for the Rugby World Cup 2023 delivered exceptional results, ensuring strong brand visibility and seamless global distribution:

• Global Distribution Excellence: Efficient management of logistics ensured timely delivery of premium uniforms and VIP gifts across multiple venues and hospitality spaces in France, reinforcing Asahi’s presence on the global stage.
• Enhanced Brand Identity: Bespoke silver foil bomber jackets and embroidered berets seamlessly blended Asahi’s premium image with local cultural aesthetics, creating a distinctive and memorable look for staff and hosts.
• Premium Guest Experience: Thoughtfully designed VIP gifts, including tech backpacks and branded charger cables, provided lasting impressions of both the event and the Asahi brand, enhancing guest satisfaction.
• Cohesive Event Execution: The combination of professional uniforms, premium merchandise, and carefully styled hospitality spaces created an immersive brand experience, keeping Asahi top-of-mind long after the tournament.

This collaboration highlights Wild Thang’s ability to deliver innovative solutions for global events, ensuring flawless execution and impactful brand engagement.