06-18-2010 BAVARIA BEER PULLS OFF CLASSIC 'AMBUSH MARKETING' AT WORLD CUP In marketing parlance it is known as "ambush marketing." It is a way for a company to get some exposure at major events even though it is not a main, paying sponsor. As an example, how does a company such as Sprint get exposure at the Super Bowl when AT&T is the main, approved sponsor? It is a classic marketing dilemma and officials with the World Cup in South Africa have gone out of their way to try to stop any and all ambush marketing efforts. However, a Dutch brewer, hired 36 blondes to wear the company's tiny dresses with logos and the group received considerable TV exposure, much to the dismay of FIFA officials who took immediate action. Even ITV pundit Robbie Earle was fired for being the source of the women's tickets. At the 2006 World Cup Bavaria beer handed out branded lederhosen to Dutch fans who were asked to remove them by stewards before entering stadiums. This time the logos were smaller but the ambush was far more sophisticated and coordinated. (LINK TO ENTIRE STORY)
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