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The World Cup Beer Marketing Scandal: an update

June 17, 2010

Geez, they’re serious:

Two women have been arrested by Johannesburg police for their alleged role in sending a group of more than 30 women in orange minidresses (to a World Cup match) to advertise on behalf of the brewer (Dutch beer company Bavaria).

Sending women in minidresses to a sporting event? Those bastards! From the AP:

The women are being prosecuted under the Contravention of Merchandise Marks Act which covers ambush marketing, when a company benefits from an event without paying for advertising.

South African police arrested the women at their hotel in the Johannesburg district of Roodepoort on Wednesday.

“We view ambush marketing in a very serious light and we urge people not to embark on these ambush campaigns,” police said in a statement.

The women appeared at Johannesburg Magistrates Court and were released on bail of 10,000 rand ($1,300) each, with their next court appearance set for Monday.

Here’s the story, as I understand it. A bunch of women went to the Netherlands-Denmark World Cup match dressed like this:

And then took the white jackets off so they looked like this:

In America, we call that “Halloween” or, sometimes, “Thursday.” In South Africa, it’s advertising. Some kind of “ambush marketing campaign,” which is against the law there. Budweiser is the official beer of the World Cup (which is ironic in itself) so other beer companies have to keep out.

FIFA is also taking legal action against the brewery, and “the Dutch foreign ministry has asked the South African authorities to explain why 36 girls wearing orange dresses were forcibly removed from the stadium.”

Meanwhile, Bavaria Brewery is getting exactly what it wanted – publicity. Had FIFA simply ignored the orange miniskirts, nobody would have noticed. Okay, that’s not true: people would have noticed, but very few people would have known it was an advertisement.

Now everybody knows.

You’re welcome. I’ll take my payment in beer, thanks.

3 Comments
  1. June 21, 2010 2:31 am

    just stupid. stupid fifa laws. fifa need to pay those girls because are too sexy :)

  2. Ken permalink
    January 15, 2011 11:04 pm

    They’re hot. I would have looked, advertising or not!

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