TBWA\Dublin Launches Ballygowan’s Powerful IRFU Sponsorship

In partnership with TBWA\Dublin, Ballygowan wanted to own their position as the water that powers Ireland’s leading sportsmen and women. Ballygowan is already the proud sponsor of GAA and provincial rugby teams as well as Irish golf, but in 2022 they wanted to take their sponsorships a step further by sponsoring the Irish Rugby Football Union (IRFU). 

Ballygowan’s ambition to be the first name in hydration and an ever-present figure on every pitch, course, and field across the country was a challenge that we relished at TBWA\Dublin. Senior copywriter Dimitrios Leontakiankis, a huge rugby fan, said: “We wanted to use real Irish rugby heroes in this campaign to show just how alike Ballygowan and Irish Rugby are. The water and the players go on a similar journey. Defying the elements and overcoming obstacles at every turn.” 

Ballygowan’s brand positioning ‘Bottled Wild’ launched in 2021 and this sponsorship campaign gave us the opportunity to leverage that positioning to land a strong message that reflects both the spirit of the brand and that of the IRFU.

Senior art director on the campaign, and also a massive rugby fan, Mikey Ryan, spoke more about the concept: “Ballygowan, the IRFU, the fans and all of Ireland are ‘Wild like no other’ – that’s why we chose this message to spearhead the campaign. We hope that it galvanises, inspires and powers our players forward as they do battle on the pitch.” Kerrie Sweeney, global client leader, expressed TBWA\Dublin’s excitement at the sponsorship: “Working with a great brand like Ballygowan was truly a pleasure. Lynne Andrews and Stephen Cramp were as passionate about bringing ‘Wild like no other’ to life as we were, and we worked closely together throughout the process to create a campaign that’s true to the brand, the product, and the Irish teams alike”.  

No other water on earth falls from the sky and flows through mineral-rich limestone like Ballygowan does. That’s why no other water powers Irish Rugby. The water, like the IRFU, is ‘Wild like no other’.