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.
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.
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.
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 😉
That’s one Red Card I’m sure the Bavaria Brewery do not mind getting…
Sup … i just want to point out I appreciate the blog x
Thanks Gena send us some pics if you think you qualify for the deadliest catch section 😉
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
Have a look in some of the newpapers throughout the FIFA WC in South Africa, or online where you can search about the topic.
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