Bavaria 1 – 0 Budweiser

Although Budweiser is the main beer sponsor of the FIFA 2010 World Cup, there was only one winner when it came to marketing tactics. Bavaria launched a promotional campaign which saw them distribute 200 000 Orange dresses free with every case of Bavaria beer purchased in Holland earlier this year.

I wouldn't mind ambushing these marketers...

32 Dutch looking blonde’s entered Johannesburg’s Soccer City wearing viking style outfits supposedly supporting the Dane’s during the clash between Holland and Denmark. Once the game had begun the 32 girls seated amongst the Danish supporters, stripped off their gear to reveal orange dresses, which drew huge attention from fans, players and managers alike. Bavaria PR manager Eva van den Hout said the dresses were “very popular in Holland”. It is said the models were removed from the stadium and were not allowed to watch their Dutch National side overcome Denmark 2-0 in the opening clash, the decider being scored by Liverpool’s Dirk Kuyt.

Before they got arrested...the girls were all smiles!

Two women, Castelein and Mirte, who are said to have masterminded this ‘ambush marketing’ campaign, were arrested on Wednesday last week at their hotel in Roodepoort, Western Johannesburg. Barbara Castelein and Mirte Nieuwpoort kissed and hugged a Bavaria representative who handed them each a bunch of red, yellow and ‘orange’ roses as they left the Johannesburg Magistrate’s Court yesterday after the charges were dropped and the two were set free on bail.

Orange roses just had to be in that bunch...

A similar campaign is being run in South Africa with the popular non-alcoholic apple flavoured Bavaria malt drink, where the same style South African flag design drees is being given away with the purchase of 2 six packs. The Bavaria apple flavoured malt drink is approved by the heart foundation and low in fat which is better suited for the female target market for which it is aimed at, as beer consumption within female markets is not as large as it is in Europe. After the free advertising the case generated, Bavaria representatives were unable to say whether there had been an increase in its beer sales in the past week 😉

Bavaria - Where Do You Share?

That’s one Red Card I’m sure the Bavaria Brewery do not mind getting…

5 Responses to “Bavaria 1 – 0 Budweiser” Subscribe

  1. Gena Ambrosini August 16, 2010 at 10:19 pm #

    Sup … i just want to point out I appreciate the blog x

    • Mr. Cape Town August 17, 2010 at 1:17 pm #

      Thanks Gena send us some pics if you think you qualify for the deadliest catch section 😉

  2. Dominique Rainville September 13, 2010 at 1:52 am #

    Hi, where did you get this info can you please support this with some proof or you may say some good reference as I and others will really appreciate

    • Mr. Cape Town September 14, 2010 at 10:48 am #

      Have a look in some of the newpapers throughout the FIFA WC in South Africa, or online where you can search about the topic.

  3. Croatia October 2, 2010 at 10:13 am #

    This is such a deep blog! What can I say, youve hit the nail right on the head! You even added some videos to make it seem so much more real. Youve got a great way of communicating with the reader, a great way of making me feel like what you have to say is just as important to me as it is to you. Keep it up!

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