ASB Up for the Game

Just how do you get out of bed at four in the morning and stay awake through those Rugby World Cup matches on the other side of the world? With the ABS Blend coffee – the ‘up for the game’ coffee roasted, ground and packed with the help of the All Blacks.


This ASB campaign, devised in partnership with Saatchi & Saatchi, was designed to illustrate the bank’s commitment to the All Blacks, underpinned by the concept of helping the nation get up and support the team.

Anthem’s task was to engage with media and influencers to raise awareness for the ABS Blend coffee and support the ASB’s enduring sponsorship of the team through the course of the 2015 World Cup.


Key to the success of the publicity campaign was to start with a bang – and that was exactly what happened on the launch day of the coffee with a live cross on Breakfast TV. The coffee was served free of charge from a specially branded cart down near ASB’s Wynyard Quarter building and the word soon got out on social media that Charles Piutau and Steven Luatua were the baristas for the morning.

This imaginative twist to sponsorship added a real jolt to the ASB’s support for the All Blacks and helped a weary nation get ‘up for the game’ to support their team.