Heineken has been out on the streets drumming up interest in next week’s Heineken Cup Final. The problem was that in the absence of Munster, Leinster and Ulster there is less of a frenzy of excitement in Ireland than has been the case in many previous years.
Brands roll on though so Heineken and their creative agency Thinkhouse came up with ‘The Blag’, using Brent Pope to collar unsuspecting passers by to stand in as international rugby experts.
“We all know that the Irish are capable of blagging their way through most situations,” said Karl Donnelly, Senior Sponsorshp Manager at Heineken. “What we did not anticipate, however, was just how far they would go when challenged to do something unexpected while out walking through Dublin on a sunny afternoon.”
When we uploaded this video on Sport for Business on Friday it had been viewed less than 100 times. By early Monday morning that number had shot up to over 30,000.
