Blog: FIFA's mini-dress madness
Chris Mercer | 17 June 2010
FIFA has been thrashing about like a wounded animal this week, after having been ambushed by Bavaria's mini-dress marketeers.
It seems to have escaped the world footballing body's media and legal teams that zealously hunting down the organisers of the orange mini-dress stunt would backfire spectacularly.
By pressing charges, triggering a dawn police raid and generally flexing its corporate muscle, FIFA has weakened Budweiser's sponsorship hold on the World Cup more than Bavaria could have dreamed of doing.
All of the world's media is a-buzz with the 30-odd girls in orange mini-dresses who turned up at the Netherlands v Denmark game. And, many people who would otherwise have been ignorant of this marketing stunt now know that it was set up by Dutch brewer Bavaria.
What's more, no one feels sorry for FIFA.
The Dutch brewer, clearly moved by the plight of the women and willing to risk the story escalating further, released a bizarre statement yesterday (16 June).
At one point, it accused FIFA of "intimidating Dutch-dressed female supporters", but has implicated itself in the stunt by offering to pay all legal fees incurred by those arrested.
Granted, Bavaria has contravened Budweiser's exclusivity in World Cup stadiums, but FIFA is looking more and more totalitarian by the day.
Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...
Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....
I was full of questions yesterday when reading our news story about Bacardi's Martini Smart Cube. An ice cube-shaped device that can provide real-time information about its consumer? How? What? Why? H...
News reaches us today of what has been heralded as the "world's most daring whisky challenge". The Ultimate Ardbeg ARDventurer has been launched this week with an inaugural three-day camping trip....
- Why sports drinks fail to ride the Olympic wave
- It isn't just men who like beer - Comment
- What do US wholesalers think of spirits trends?
- How the craft economy is loosening alcohol laws
- Experienced hands hold firm at CCEP - Analysis
- Diageo merges US, Canada spirits units
- Johnnie Walker's Bourbon bent "coincidental"
- "We're not complacent about Brexit" - Diageo
- Luxury and e-commerce a "natural fit" - Diageo
- Diageo's Johnnie Walker set for festive push in TR
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends