Need to take a leaf from Vince McMahon (WWF or WWE or whatever incarnation of letters they call themselves now) and artificially create some bad as dudes to become "hated" and loved.
The Badger personality is one that could be exploited. There are enough tattooed dudes in the squad to roster one or two as scary dudes. It doesn't take much imagination to create a bit of hype.
Unfortunately ARU are in the process of establishing a point of difference from mungoball in that you can trust rugby players to do the right thing, particularly with respect to treatment of women, and alcohol that creating a bad dude could back fire and undermine that campaign.
For myself, I'd rather rugby be a minority sport that has players who do not bash women, crap in hotel corridors, turn up pissed in public (I'm looking at you Bieber), and have enough sense to take a taxi home rather than driving under the influence of grog.
As a parent, I'd rather have my sons behave along the lines of the ARU point of difference, as opposed to follow what we read about in the papers about what the dark side players get up to in their off duty hours. La Jarse thinks so as well.
