SSE harnesses power of sound with rugby cheers in a bottle

Energy supplier SSE claims to have launched the first ever sports bottle to harness the power of crowd noise, with a rugby cheer-filled creation.

International rugby stars launched the Sound of Victory bottle yesterday
International rugby stars launched the Sound of Victory bottle yesterday

The bottles were launched yesterday (19 August) to mark SSE’s co-sponsorship of ITV’s Rugby World Cup coverage.

According to the energy firm, the SSE Sounds of Victory bottles use unique new technology to lock in crowd noise from some of the most famous moments in rugby history, which are released when fans pop the lid.

Colin Banks, SSE head of sponsorship, said the brand wanted to harness the extreme power and emotion of crowd noise, in order to spur supporters to get right behind their nation and even share their own Sounds of Victory.

"We have used new technology to bottle the atmosphere from historic rugby moments and are now calling on fans to create their own roar," he said.

The Sounds of Victory were available at the one-day only pop-up shop, which featured international rugby stars Neil Back (England), Ryan Jones (Wales), Hugo Southwell (Scotland) and Stephen Ferris (Ireland).

More: Landrover to focus on grassroots rubgy for World Cup

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @Georgi_Gyton

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs