Heineken taps Jonah Lomu

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Rugby World Cup partner Heineken has enlisted Jonah Lomu – still the holder of the world record for RWC tries (15) – and South Africa’s RWC 2007 winning captain John Smit to help launch the next phase in its tournament campaign.

As official beer supplier at this year’s cup, Heineken has the rights to the coin toss that opens every match – and it is this unique event that is celebrated in the new ad.

Lomu and Smit join an elite panel of Heineken ‘Legends’ who will produce social content from an international perspective in the lead up and during the tournament.

The panel is led by former England captain Will Carling. He, Lomu & Smit are joined by England cup-winning star Matt Dawson (also a British & Irish Lions scrum-half), former Wales and British & Irish Lions No 8 Scott Quinnell; former Australia captain Rocky Elsom, and Shane Horgan, former Ireland and British & Irish Lions winger.

“Rugby World Cup is the pinnacle for any player and this tournament will be one of the biggest ever,” said Lomu. “To partner with Heineken and join such an esteemed group of rugby legends is an honour.

“I was lucky enough to play in two Rugby World Cups, so I know how exciting the tournament is.”

Heineken NZ marketing manager Julia Imlah said: “In 2011 we had an incredible opportunity to be involved with the tournament as the host nation. And while it’s on the other side of the world this time, through the Heineken Briefcase Challenge we’re excited to be giving Kiwis the opportunity to come with us and enjoy the excitement of Twickenham.”

In addition, bespoke Heineken bottles showcasing the Webb Ellis Cup, unveiled last month, are giving Kiwis more opportunities to win eight trips for two people to the opening ceremony of RWC 2015 in London over the coming two months.

The limited edition bottle is more than just a new design. Every bottle, equipped with a unique code, is an entry to win those eight trips to London.

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