Beer brand SA Brain, the Wales rugby team shirt sponsor will evade the ban on alcohol advertising in France by replacing its logo with the words ‘Try Essai’. Wales play France in Paris on February 27th in the Six Nations rugby tournament.
‘Essai’ translates as ‘try’ in French, but the phrase when spoken allowed sounds the same as “try SA”, inviting customers to buy the beer.
Wales played France in the 2005 Six Nations, SA Brain switched the word ‘Brain’ for ‘Brawn’ on the team’s shirt, and in 2007 the message read ‘Brawn Again’. Heineken sponsors the European Rugby Cup, which it refers to in France as the ‘H Cup’.
