Friday, July 9, 2010

FIFA Takes A Stand, and the Fans Suffer For It

Hello all!

Revisiting old news (mid-June 2010, early World Cup action), it might be nice to ponder a more devious approach to getting the word out. Ambush marketing!

A contributor to Wikipedia defines ambush marketing as a "marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event."

The bright orange dress­es you see below were sold with Bavaria Beer packs in the Nether­lands in the run-up to the World Cup, and FIFA says the group wore them to Mon­day's Nether­lands-Den­mark match as a mar­ket­ing stunt in de­fi­ance of its strict com­mer­cial reg­u­la­tions at match­es. While there's no mention of the incident on FIFA's site, the web went up in flame after the incident.

From Bavaria's response, Peer Swinkels (member of the owning family), from Bavaria beer, stated that his col­leagues in South Africa had told him that 36 Dutch women had been ar­rest­ed after the match be­tween the Nether­lands and Den­mark for wear­ing the dress. He said there was no brand­ing on what has been de­scribed as the first real World Cup dress, but it was well known to be part of Bavaria beer in Hol­land. "It's a nice dress. Very fash­ion­able. In my opin­ion, peo­ple should have the right to wear what­ev­er they want," Swinkels said. "We launched the or­ange item on April 30 on the queen's birth­day, which we call Queen's Day [need proof? Google Netherlands Queen's Day]. The Dutch peo­ple are a lit­tle crazy about or­ange and we wear it on pub­lic hol­i­days and events like the World Cup."

But FIFA has said the dress is part of an am­bush-mar­ket­ing cam­paign it would not allow at match­es.

Personally, I don't see anything wrong with it. Especially considering there were no corporate labels on any of the clothing in question.

So why the big fuss? Listen in on the video below for a possible excuse.

What do you think? Let us know, we'd love to hear!


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