This laundromat is inviting New Zealand rugby fans to turn their clothes 'All Black'
DDB's Rugby World Cup campaign for NZ brew Steinlager lets die-hard fans book a slot
Sep 25, 2019
New Zealand beer brand Steinlager is supporting the country's national team, the All Blacks, at the Rugby World Cup with a pop-up launderette that invites fans to turn their clothes black.
Die-hard rugby fans can book a slot online to visit the Black Laundry in Auckland, ahead of every All Black match, to have clothing dyed and dried. It's open to over-18s only (presumably to detract emo/goth teens from taking advantage).
Agency DDB created the Black Laundry, as part of a new campaign taglined "Color Yourself Loyal" supported by a TV spot, seen here.
Since it opened last weekend, the Black Laundry users have included one woman who actually dyed her wedding dress black (making newspaper headlines in New Zealand). The effort is running through November.