After re-igniting their All Blacks partnership for the first time since 1935 we were asked to engage with Anchor’s fans to demonstrate support and rally a nation. Our objective was to sell millions of litres of milk, with 8million litres in bottles of which were customized and relevant only during the world cup period.

The promo was brought to life on social media with thousands of entries from around the nation, mid-way through the wider campaign the promo asked consumers and fans (both Anchor and the All Blacks) to share with us why they needed this limited edition glass and what glass they’d be replacing.

After thousands of entries were received we selected 1000 lucky kiwis to receive the limited edition glasses and enjoy pint, on Anchor, in the semi-final and final games of the Rugby World Cup 2015