Steinlager lets die-hard rugby fans die clothes ‘all black’

Steinlager and DDB New Zealand encourage Kiwis to support their national rugby team, the All Blacks, at the 2019 Rugby World Cup by booking time in a laundromat to dye their clothes black with the tagline ‘color yourself loyal.’

The Black Laundry in Auckland accepted appointments to dye fans’ clothes black. The laundromat dyed any type of clothing, including a woman’s wedding dress, a move that landed her in national headlines. Hardcore All Blacks fans, 18 and over, needed only to book online appointments, available before each match. The in-person activation was accompanied by a tv spot.

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