Given the hugely competitive landscape, Jukes needed to offer something different. Even though they are primarily a varsity student bar with a very partisan feeling towards the Boks, during 2019RWC, Jukes needed to change its communication strategy to appeal to their rugby-mad, fun-loving, audience to attend other matches. The drinks at Jukes are very reasonably priced, there are multiple big screens, the place is always buzzing, and their food (exceptional burgers, pizzas, pub-grub etc.) is cheap and excellent quality. So, the BDA advised strategic play, lay with attracting, rugby-mad patrons, who would enjoy being around fun-loving, vibey, varsity students.