Library / Eurocare Updates / Welsh brewer ‘Brains” avoids French alcohol ads ban for Six Nations Tournament
Welsh brewer ‘Brains” avoids French alcohol ads ban for Six Nations Tournament
WELSH rugby's latest method of tackling a problem posed by French advertising laws has been unveiled. Legislation prohibiting alcohol companies from advertising during sports events in France will once again prevent the Welsh team's sponsor. Cardiff-based brewer Brains, from displaying its logo on players' jerseys during the Six Nations match in Paris on Friday, February 27. To side-step the issue, the usual Brains logo will this year be replaced by the words "Try Essai" on players' shirts during the French match.
Essai translates as 'try' in French but spoken aloud it is intended to be a pun on 'Try SA' in reference to the company's iconic SA beer. In 2005, the brewery switched 'Braind' for 'Brawn' on the Welsh team's shirts, while in 2007 the kit read 'Brawn Again'. Stewart Dobson, head of marketing at Brains, said the company had been eager to test out a new campaign this year. "We've been working on this for many months", he said. "We discovered that the French word for 'Try' is pronounced 'SA'. "It's legal in France and any French fans able to pronounce their word for 'Try' will also be pronounced the name of Wales' most popular beer".