World Cup: Bud vs Bavaria
“Fifa acts after ‘ambush marketing’ by Dutch brewery” by BBC News (news.BBC.co.uk, 15 June 2010). Being a lover of The Beautiful Game, this off the pitch sideshow is worth mentioning.
Internationally televised or not, if the Budweiser brand is fearful of three dozen women in orange dresses then there is something significantly wrong with Bud’s marketing efforts. In raising the issue to the legal level, FIFA and Anheuser Busch have probably played to Bavaria’s hand and have given the tiny Bavaria the even higher profile they were seeking. Haven’t we’ve seen this tactic before? Are FIFA and A.B. that naive?
Finally, as the anti mega-corporation climate continue to grow amount consumers, Buds excessive counter attack against the underdog Bavaria in all likelihood risks additional push back against the Bud brand, as well as the Anheuser Busch family of brands. Worth it? Probably not. What’s next, supporters being banned for wearing their squads’ colours because a sponsor doesn’t like that colour?
For violation of the spirit of the game, “The King of Beers” should be sent off.
What do you think? Is FIFA and A.B. acting in their own best interests, or looking to be a social media victim of their own 20th century mindset?