The Dutch beer brewer Bavaria caught the international headlines during the Football World Cup 2010, hosted in South Africa, with a brilliant example of guerilla marketing. What happened: 36 attractive blond women, had entered the stadium to watch the match between Denmark and The Netherlands.
After some 20 minutes, they stripped and displayed identical tight orange dresses, which were recently sold as part of a gift pack by a Dutch brewery. To no surprise, they caught the attention of fellow supporters and photographers.
However, FIFA was not pleased with the action and stewards ejected the “Bavaria Babes” from the stadium into the second half. They were held for several hours by FIFA officials and were quizzed by the police about the dresses and asked if they worked for the brewery, Bavaria. ”What seems to have happened is that there was a clear ambush marketing activity by a Dutch brewery company,” said FIFA spokesman Nicholas Maingot. ”What we are doing actually at the moment is that we are looking into all available legal remedies against this brewery.” Let’s hope that the FIFA applies some fair play itself and doesn’t take any legal action. The stunt is jut too good. In case FIFA would resort to legal action it would really make a fool of itself: Foolish International Football Association…..
Note: The Cup’s authorised beer is Budweiser which pays millions of dollars for the privilege….
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Spotted: FICK FUFA
The latest satirical dig at the world soccer body in a growing flood of impatience with Fifa’s draconian branding rules and its mafia-like control of the country’s public spaces are T-shirts.
The T-shirts now to be seen on the streets are the work of a Cape Town-based artist. They express his frustration with Fifa’s domination of the country.
But he asked to remain anonymous, fearing that Fifa president Sepp Blatter’s reach could extend even to his day job, which he would like to retain.
He produced a run of 120 T-shirts, which, he said was a non-profit venture — he is selling them at no more than it cost him to produce. He is now printing more.
I hope they mass produce them in orange …