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 15 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
- Focus - Pernod's YTD Performance by Region
- just On Call - Pernod shifts Scotch focus in China
- Diet Coke "a work in progress" in US - Coca-Cola
- Heineken seeks "clarity" in Indonesia
- Focus - Heineken's Q1 Performance by Region
- CFO of Diageo's United Spirits stands down
- Pernod Ricard unveils new Absolut bottle
- Diageo's United Spirits calls on Mallya to quit
- Beam Suntory to strip down regional units
- Pernod Ricard sees YTD recover as sales increase
- Global Tequila insights - market forecasts, product innovation and consumer trends research
- Global rum insights - market forecasts, product innovation and consumer trends research
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- ALDI 2015: Radically transforming Anglo Saxon grocery markets