William Lawson’s SA launch – Referee activation

We created these little stunts to drive trial and create awareness around the newly-launched William Lawson’s scotch in South Africa.

Non-William Lawson’s drinkers received a penalty card from the promoters as well as a tasting of the scotch. They were then handed a red card, which was exchangeable for a complimentary William Lawson’s.

We activated these during major international rugby games and they indeed went down a treat with fans of both scotch and rugby.