COMMENT: Scottish & Newcastle play Nike at legal game
The "no nonsense" football advert for John Smith's bitter in the UK follows the hot new trend of ambush marketing. However, one of the original practitioners of the art, Nike, believes the beer adverts are ambushing its own brand - and is now threatening legal action. Having let the genie out of the box, Nike will find itself powerless to avoid being ambushed itself. 'Ambush' marketing, the practice of making adverts that associate the product with a prestigious event, cause or company where no such official association exists, has become increasingly popular in recent years. For much less than the cost of official sponsorship, companies can reap the benefits.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-drinks gives you the widest beverage market coverage.
Paid just-drinks members have unlimited access to all our exclusive content - including 16 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Olly Wehring, editor of just-drinks
- How the can has a part to play in beer's future
- Experienced hands hold firm at CCEP - Analysis
- What do US wholesalers think of spirits trends?
- Why sports drinks fail to ride the Olympic wave
- It isn't just men who like beer - Comment
- Diageo Australia's commercial head to step down
- William Grant sees 2015 sales, profits lift
- Stoli Group CEO Rob Cullins to step down
- Luxury and e-commerce a "natural fit" - Diageo
- Kirin lines up cans for Little Creatures beer
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends