Blog: Chris MercerFIFA'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.


BLOG

Coca-Cola's selfie bottle might be a step too far

Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....

BLOG

Anheuser-Busch InBev execs have a dream - a US$350m-sized one

Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...

BLOG

Anheuser-Busch InBev's Bud Light ad pull shows not all campaigns can win

Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....

BLOG

SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....

just-drinks homepage



Forgot your password?