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 14 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
- Cuba-US Normalisation: Bacardi, Pernod Winners?
- Sustainability in Wine - Part I
- Review of the Year 2014 - Part IV: Spirits
- Sustainability in Wine - Part II
- just the Ten - Top Analyses of 2014
- Belvedere vodka tie-up over new James Bond film
- Diageo welcomes verdict on Crown Royal "confusion"
- Bacardi, Pernod Ricard welcome US-Cuba deal
- Diageo ups focus on China with Mortlach roll-out
- SWA eyes London boost with new office
- Global vodka insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- The IWSR Forecast Report - 2014-2019 Global Review
- just-drinks on-trend: Craft beer - fortunes and future
- Global Tequila Market 2014-2018