Lessons from the All Blacks & Black Ferns Building a Winning FMCG Strategy Through Legacy, Pride, and Discipline

In New Zealand, rugby isn't just a sport it's part of the nation’s heartbeat, reflecting its resilience, unity, and fierce pride. The All Blacks and Black Ferns, the country’s beloved men’s and women’s rugby teams, are iconic symbols of Kiwi heritage, embodying excellence, determination, and the enduring spirit of Aotearoa. From the reverberating Haka that stirs crowds to the disciplined camaraderie in the changing room, the All Blacks and Black Ferns illustrate a unique brand of unity and resilience. For leaders in the fast-moving consumer goods (FMCG) sector, these teams provide valuable lessons in building a legacy, creating cultural pride, and upholding discipline elements that can shape long-lasting brand success in a competitive marketplace.

“IT’S NOT THE WINNING THAT COUNTS IT’S THE JOURNEY” - This reflects the All-Blacks’ emphasis on continuous improvement and focus on the process over just the results. For them, the journey and the lessons learned along the way are as important as winning itself.

It was a rare privilege to visit the All-Blacks Experience in Auckland, where the tour guide delved into the intricacies of All Blacks' values, strategies, game plans, and the profound significance of the Black Jersey. This immersive experience offered me deep insights into their approach, which echoed my journey of over 28 years in the dairy and FMCG sectors. The principles of unity, legacy, and humility that have been cornerstones of my own career in FMCG were given new meaning in light of the All-Blacks’ philosophies, enriching my understanding and passion for these values as they relate to brand strategy. Drawing from these firsthand learnings, this article explores how the All Blacks and Black Ferns’ approach to teamwork, discipline, and legacy offer essential insights that FMCG leaders can embrace to achieve sustained brand success

“SWEEP THE SHEDS” - This famous phrase refers to the All-Blacks’ tradition of cleaning up their own changing rooms after a match, a practice symbolizing humility and respect. It instils a sense of accountability, regardless of role or status.

The All Blacks & Black Ferns ?A Legacy of Pride and Power?

In New Zealand, the Black Jersey carries a weight that goes beyond its fabric. It symbolizes a legacy of strength and unity that stretches back over a century. Wearing the Black Jersey is not merely a rite of passage it represents a commitment to honor those who wore it before, an emblem of the deep respect Kiwis hold for their rugby tradition. This tradition mirrors how, in the FMCG industry, we build and protect brand equity. My years in dairy and FMCG have taught me that a brand’s heritage is not just a marketing angle it's a foundational pillar that drives loyalty and cultivates a lasting connection with consumers.

“BETTER PEOPLE MAKE BETTER ALL BLACKS” - The All Blacks prioritize character, integrity, and humility just as much as athletic talent. The team believes that focusing on being a good person off the field translates into being a better player on the field, forming the backbone of their team culture.

The Black Jersey – A Symbol of National Unity and Responsibility?

For Kiwis, the Black Jersey represents something profound. It’s not just clothing it's a revered symbol of national pride, unity, and the responsibility to carry forward a tradition of excellence. Every All Black and Black Fern who puts on the jersey knows they are part of a story that began with the team's first game in 1903, honoring those who came before them and inspiring future generations. FMCG brands can draw inspiration from this ethos by building brand identities that connect deeply with their heritage and customers’ values, fostering a loyalty that feels like a personal commitment.

“CONTROL THE CONTROLLABLES” - The All Blacks focus on what they can control training, preparation, and attitude. This mantra keeps them grounded and focused on executing their best in each game, no matter the circumstances.

The Haka – An Expression of Power and Identity?

Before each match, the All Blacks and Black Ferns perform the Haka a traditional Māori war dance that calls on ancestral strength and channels fierce energy. The Haka is not only an expression of power but also a cultural proclamation of identity and unity. As the players move and chant in perfect sync, they embody a collective spirit that serves as a powerful psychological message to their opponents. For FMCG brands, the Haka exemplifies how embodying a strong, authentic identity can set a distinct tone in the market. Just as the Haka is a signal of the All-Blacks’ commitment and strength, FMCG brands can adopt bold, confident messaging that resonates with consumers and differentiates them from competitors.

“EMBRACE THE PRESSURE” - The All Blacks see pressure as a privilege. Embracing it allows them to perform in critical moments and turn challenges into opportunities, a mindset that drives their resilience and success on the world stage.

Rituals of Respect in the Changing Room?

After each game, win or lose, the All Blacks and Black Ferns observe a time-honored ritual of silence and respect in the changing room. This practice reinforces humility, gratitude, and an understanding that success is a team effort. It serves as a reminder that no player’s contribution is greater than another’s and that collective respect is essential to sustaining greatness. FMCG companies can incorporate these values into their own cultures by recognizing and respecting individual contributions, fostering an environment where employees feel valued and motivated to contribute toward shared goals.

The All Blacks and Black Ferns exemplify key principles that have forged their legacy and fueled their ongoing success. These principles can be applied to FMCG teams seeking to build cohesive, high-performance cultures.

“PLAY WITH PURPOSE, NOT PRESSURE.”?? - The All Blacks aim to focus on their purpose and the legacy they represent rather than feeling weighed down by external pressure. This mindset allows them to play with freedom and confidence, especially in high-stakes games.

Stewardship of Legacy – “Leave the Jersey in a Better Place”?

All Black and Black Fern players are taught to “leave the jersey in a better place,” viewing their role as stewards rather than merely athletes. This mindset extends beyond personal achievement and underscores a responsibility to contribute to something greater. FMCG brands that prioritize legacy by establishing core values and upholding them across generations create brands that withstand the test of time, inspiring both employees and consumers with their enduring values.

“NO ONE IS BIGGER THAN THE TEAM” - Team unity and respect for one another are foundational principles for the All Blacks. Every player, regardless of their individual fame or skill, is reminded that the success of the team always comes before personal gain.

Discipline, Hard Work, and Humility?

Talent alone doesn’t make an All Black or Black Fern. Success is born from years of discipline, relentless training, and humility. This ethos of preparation and hard work is an important lesson for FMCG brands, emphasizing that consistency and a humble approach toward customers and competitors lay the foundation for long-term success. Greatness in FMCG doesn’t come solely from innovation it also comes from unwavering discipline in execution.

“WHEN YOU’RE ON TOP OF YOUR GAME, CHANGE YOUR GAME” - Constant reinvention is key to staying at the top. This attitude pushes the team to never settle, always looking for ways to evolve and improve even when they’re winning.

Instilling Rugby Values from Childhood?

In New Zealand, rugby is a lifelong journey that begins in childhood, instilling values of respect, teamwork, and resilience from a young age. Children who grow up with these principles are often inspired by the All Blacks and Black Ferns, dreaming of donning the Black Jersey. For FMCG brands, cultivating a strong identity that connects with customers from an early age can create lifelong brand advocates who carry the brand story forward, much like the All Blacks’ generational legacy.

FMCG Marketing Lessons from the All Blacks & Black Ferns?

The success of the All Blacks and Black Ferns isn’t merely athletic it’s a model of strategic branding that FMCG companies can draw valuable lessons from. Here are specific strategies FMCG marketers can adopt

“LEAVE THE JERSEY IN A BETTER PLACE” - Every player is reminded of the legacy they uphold and their responsibility to improve the team for the next generation. This “jersey mindset” promotes respect for history and future, motivating each player to contribute their best.

1.????? Establish and Embody Brand Legacy?

Just as the All Blacks carry a century-old legacy, FMCG brands should focus on building brand equity and honoring their history in every campaign and product launch. A strong legacy gives FMCG brands an emotional connection with consumers, creating a foundation of trust and loyalty that transcends generations.

2.????? Channel Confidence and Boldness?

The All Blacks’ Haka is a display of fierce confidence, and FMCG brands can harness a similar energy in their campaigns. Bold campaigns that signal confidence in the brand's value create a magnetic presence in the market.

3.????? Prioritize Respect and Humility in Team Culture?

A culture of mutual respect and humility is at the heart of the All Blacks’ ethos, where each player’s role is valued. FMCG leaders should focus on building a similar culture, recognizing each team member’s contribution, regardless of position.

4.????? Emphasize Consistency and Precision in Execution?

For the All Blacks, preparation is everything. They train meticulously, leaving nothing to chance on game day. FMCG brands can take inspiration from this level of preparation, investing in market research, consumer insights, and rigorous testing.?

Building an FMCG “Game Plan” Inspired by Rugby’s Finest?

To emulate the All Blacks and Black Ferns’ approach to success, FMCG brands can implement these foundational strategies

“KEEP A BLUE HEAD” - All Blacks use “blue head” as a reminder to stay calm, clear, and focused under pressure, as opposed to a “red head,” which signifies losing control. This mental strategy helps players remain composed and perform their best, especially in high-stakes situations.

1.????? Cultivate Brand Pride?

The pride Kiwis feel for the All Blacks is unmatched. Similarly, FMCG brands should aim to cultivate a strong sense of pride among their employees, reinforcing their connection to the brand’s mission and vision.

2.????? Foster a Culture of Learning and Resilience?

The All Blacks and Black Ferns learn from every match, regardless of outcome. FMCG companies can adopt a similar approach, viewing each campaign and product launch as an opportunity to gather insights, improve, and adapt to evolving market conditions.

3.????? Rituals of Recognition and Respect?

In the All Blacks’ changing room, silence is a mark of respect and gratitude. FMCG leaders should create rituals that recognize team achievements, fostering a sense of belonging and pride in the company’s success.

?

Conclusion?

The All Blacks and Black Ferns represent more than just rugby excellence they embody values that define Kiwi culture and inspire fans worldwide. Their commitment to legacy, respect, and unwavering discipline offers FMCG leaders a powerful model for building resilient brands. By adopting these principles, FMCG marketers can create brands that resonate deeply with consumers, fostering loyalty and building a legacy that endures.