Although there are arguably more soccer fans in Argentina than anywhere else in the world, in the northern Province of Salta, rugby is the sport of choice both to watch and play.
So Cerveza Salta, an Argentinian beer company, decided to capitalize on that interest, and allow Salta residents to combine their two favorite pastimes – rugby and beer drinking. They teamed up with creative agency Ogilvy to create "Rugbeer," a vending machine consumers must tackle for beverage release.
The machine was taken across the region by a team from Cerveza Salta and Ogilvy, and they reported that the Rugbeer tour led to a 25% increase in sales where the machine was present. Check it out: