When Welsh Brawn Outsmarted French Beer Laws

You won’t believe how Brains Brewery turned a law into a win! This clever twist during the Six Nations is a must-hear for rugby fans and beer lovers.

The Unexpected Twist of Welsh Rugby and Beer

It’s not every day you witness a canny marketing maneuver that not only sidesteps regulations but turns the tide of public perception. In 2004, as the Welsh rugby team prepared to don their new jerseys emblazoned with the name of their sponsor, Brains Brewery, they were met with an unexpected hurdle: France’s strict alcohol advertising laws. Known as Loi Évin, this legislation was designed to promote public health by limiting how alcoholic beverages could be marketed, especially during events where drinking might take center stage. But instead of backing down, Brains opted for a brilliant rebranding stunt that would go down in history.

During the Six Nations match against France in February 2005, instead of displaying their name prominently across the players’ chests, they replaced it with the word ‘Brawn’. A playful nod to both rugby’s physicality and a clever workaround for the advertising restrictions. This wasn’t just a case of good marketing; it was an artful blend of sportsmanship and brand creativity.

As fate would have it, the Welsh team triumphed that day, beating Les Bleus 24-18—an outcome that seemed almost scripted for Brains’ campaign. They had turned what could have been a setback into an unforgettable moment. Stewart Dobson, then head of marketing at Brains, noted that their initiative aimed to inject some light-hearted humor into Welsh rugby culture.

A Pattern of Cleverness: Brawn Again and Beyond

Fast forward two years to 2007 when Wales returned to Stade de France with more than just memories—they brought along another witty slogan on their jerseys: ‘Brawn Again’. While this creative spin initially filled fans with hope, the match concluded in disappointment as Wales fell short against the French team.

But let’s not forget about 2009—a year when Brains took it up a notch yet again with ‘Try Essai’ on their jerseys. This was another clever twist that catered to both linguists and rugby enthusiasts alike. With ‘essai’ meaning both ‘try’ in French and cleverly hinting at brewery founder Samuel Arthur Brain’s initials (SA), it was undeniably catchy! Sadly for Wales, they lost again but not before leaving an indelible mark on the minds of fans.

The Legacy Lives On: Beyond Sponsorships

While Brains ended its sponsorship in 2010, those humorous jerseys remain cherished by supporters who fondly recall this era of clever branding intertwined with national pride. Even today, you can find red jerseys emblazoned with ‘Brawn Again’ available for purchase—though without any official WRU affiliation.

What’s fascinating is how Brains set a precedent for other beverage brands navigating similar legal landscapes. Take Guinness, for instance; since becoming the main sponsor of the Six Nations in 2019, they too have found ways around Loi Évin by promoting messages like ‘Greatness’.

This evolution from mere sponsorship to nuanced brand storytelling exemplifies how companies can adapt creatively within restrictive frameworks while resonating deeply with cultural narratives. It’s an ongoing dance between compliance and creativity—a lesson any marketer should embrace.

FAQs About Brawn and Branding

How did Brains Brewery manage to circumvent French alcohol laws?

Brains Brewery creatively altered their branding on jerseys during matches in France by substituting their name with clever puns like ‘Brawn’, making it compliant yet memorable.

What impact did these sponsorships have on Welsh rugby?

These playful sponsorships provided much-needed humor and engagement during matches while helping solidify a connection between the brand and national pride among fans.

Are there other brands following this model?

Yes! Brands like Guinness have adopted similar strategies since they also face restrictions under French law by promoting abstract concepts rather than direct branding during events.

Photo by Robin McSkelly on Unsplash