The Brief
Having delivered a successful merchandise program for MUSASHI at State of Origin Game I (2026), we were intrigued when the client threw down an even bigger challenge for Game II.
The goal was simple: crank up broadcast visibility during one of the most-watched sporting clashes on the calendar. With this in mind, and under a week to go before kick-off, MUSASHI’s leadership made a bold, last-minute call to upgrade to massive 55L commercial coolers, having used smaller, 20L branded coolers for Game I.
Our team leaped straight into high gear, tackling a brutal five-day turnaround. Beyond the ticking clock, the team had to conquer a nightmare plastic substrate that rejected standard printing, all while maneuvering around the MCG's airtight event-day security protocols.
The Solution
When standard decoration methods hit a wall, Sweet Memories refused to settle for a second-rate finish on HD screens.
Our team rallied with local branding experts who brought heavy-duty surface engineering and custom UV adhesion tech to the table. This custom chemical bond locked the branding seamlessly onto volatile industrial plastic, keeping it rock-solid even in humid, high-traffic changing rooms.
Operating locally in Melbourne proved to be the ultimate trump card, allowing final application on the morning of the game to guarantee zero peeling or lifting under pressure.
To dodge freight delays and bypass strict stadium security locks, Sweet Memories personally managed express transfers, hand-delivering and setting up the heavy-duty coolers directly inside the team rooms hours before the crowds arrived.
The Result
Every cooler looked crisp, bubble-free, and was impossible to miss in the middle of the highest-rated State of Origin match in history.
Played before a packed house of over 91,000 fans and broadcast to more than six million viewers, the expanded footprint gave MUSASHI enormously valuable exposure to a national television audience.
Exposure exploded even further into national news recaps, sports highlight reels, and a massive wave of organic social shares from athletes and fans, with the client absolutely blown away by the speed, grit, and pristine execution that safeguarded their elite brand image.
This project has been named as a finalist for the “Collaboration Project” award at the 2026 APPA Awards 2026. Winners of the 2026 APPA Awards will be announced on 13 August at the APPA Awards in Sydney.