Gilbert stands out in Rugby World Cup ad showdown

Marketing Week 09 Oct 2019 02:21

Like a plucky local team that wins international gold in a sports movie, the ad that has most resonated with viewers during the Rugby World Cup is a nostalgia-rich spot for ball manufacturer Gilbert.

The brand may not be widely known, but it has managed to make the most of its close association with rugby to score with viewers. Ratings from market research agency System1, exclusive to Marketing Week, show Gilbert’s ad outperforming those from brands such as ITV, Land Rover, O2 and Guinness during the tournament in Japan (20 September – 2 November).

Gilbert’s ad, which follows a young rugby fan’s obsession with saving for a Gilbert ball before becoming a player, delivered a maximum 5-star performance.

Ad name Brand Decimal star Spike
Rugby Memories Gilbert Rugby 5 1.45
Rise for the Rugby World Cup ITV 3.7 0.92
It’s What Makes Rugby, Rugby Land Rover 3.5 0.91
Be Their Armour O2 3 1.09
Rule 22: Stay onside Emirates 2.9 0.94
Liberty Fields Guinness 2.8 0.88
The Delay Heineken
Coverage sponsored by 1.5 1.15

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rugbyRugby World CupGilbertJapanTom Ewing