LIQUI MOLY kicks off its road to Rugby World Cup 2027 with 'Keep driving the Gees'
With the countdown to the Rugby World Cup 2027 in full swing, LIQUI MOLY South Africa is beginning its journey to the tournament with the launch of “Keep Driving the Gees”, a campaign built around the people whose passion, commitment, and energy drive the things they care about every day.
LIQUI MOLY is built around a simple belief: For the Drivers - recognising and supporting the people who keep things moving forward.
Not only the people behind the steering wheel, but also the people driving families, businesses, workshops, farms, teams, and communities forward. The people who show up every day for the things that matter most to them.
As the Official Lubricant Partner of Rugby World Cup 2027, LIQUI MOLY sees rugby as one of South Africa’s strongest expressions of that spirit. It is a sport that brings people together through passion, pride and gees, creating moments that unite communities and inspire a nation.
Rather than focusing only on the tournament itself, the campaign celebrates the people behind the passion.
“Keep Driving the Gees” recognises the fans who bring stadiums to life and the countless South Africans who bring that same energy, care and commitment to the things they value most – whether through their cars, motorcycles, businesses, workshops, families, or personal pursuits.
For LIQUI MOLY, Rugby World Cup 2027 provides an opportunity to connect with South Africans through a passion that already exists, creating meaningful experiences that bring the brand closer to the people it serves.
“Rugby is part of the heartbeat of South Africa. It brings people together through passion, pride and gees, and those are qualities we recognise in our drivers every day - people who care deeply about their cars, their motorcycles, their businesses, their families and the things they have worked hard for. For us, Rugby World Cup 2027 is an opportunity to connect with that shared passion. Over the next year, we want to add to the excitement, create experiences people will remember, and keep the gees moving all the way to Australia. We are only getting started,” said Melicia Labuschagne, CEO, LIQUI MOLY South Africa.
The less-than-a-year milestone marks the beginning of a journey that will unfold over the year ahead through storytelling, experiences, competitions, retail and workshop activations, and the LIQUI MOLY Product Squad, all designed to celebrate the people at the heart of the brand.
The journey has begun. South Africans bring the gees. Let’s keep driving it.
LIQUI MOLY. For the Drivers.
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