21 Jun 2010


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FIFA fashion police - nil; Bavaria - the world

So Bavaria Beer has apparently gone and "done it again" by organising an ambush marketing campaign, which found 36 woman in orange mini-dresses kicked out of the Netherlands-Denmark soccer match last week, with the two Dutch marketing 'masterminds' being subsequently arrested. Although I can't say I know much about the original ambush attempt back in Germany 2006 - Bavaria's not my flavour of choice and no one appears to have seen the inside of a court the last time. In fact, if I'd been at that match last week, I may even have mistaken the group of orange-clad girls as groupies, or WAGS, just there to support their boys. Who else besides the Dutch, Bavaria fans and watchful security would have known... or even cared? It's not like you could run down to the stadium refreshment stand and buy a Bavaria anyway. In fact, all the uproar over the stunt has actually played very nicely into Bavaria's hands... Loads of publicity over a group of girls being arrested for their attire, never mind the two facing possible jail time and all the international sympathy that comes with it... Instead of just politely removing the girls, giving them a quiet warning about not coming back and upping security at the next Dutch match, FIFA has blown this to astronomical proportions and isn't doing its own brand any good (see Herman Manson's FIFA loses 5-0). Now there are worldwide calls to let the girls go, including at least five Facebook pages and numerous YouTube videos - four of which have a combined total of nearly 100 000 views. You just can't buy that kind of coverage. And while Bavaria may get stuck with a hefty fine, at the end of the day, it's earned plenty of sympathetic mileage at FIFA's expense. As it is, the Federation believes the stunt was intended to upstage the official beer sponsor, but it seems to me that its FIFA's own actions that are just helping that intention along. As for Bud... who's Bud?


Shan Radcliffe, Retail editor
Please send retail news to: retailnews@bizcommunity.com
Responses to this column welcomed in our new online editor's column archive.
Image: See this "free the Bavaria babes" video on YouTube.

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Editorial news

Retail


Pick n Pay set to regain lost ground
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April retail trade sales up
South African retail trade sales at constant (2008) prices for April increased 3.2% year-on-year (y/y) after a revised 2.7% (1.0%) growth in March, figures released on Thursday, 17 June 2010, by Statistics South Africa showed. Read more >>


Associations


Enter now for Terroir awards
Entries for the fifth SA Terroir Wine Awards, which uniquely recognise the country's top wines, based on the region in which they are cultivated, close on Tuesday 22 June 2010. This year's winners will be announced at a function at the Meerendal Wine Estate near Cape Town on 21 July 2010 and special presentation packages of top rated wines from all the categories will be put up for sale by Cybercellar. Read more >>

Banking & Finance


Credit reports by cellphone
The National Credit Act of 2005 gives the consumers the right to access, one 'Free Credit Report' a year, so that consumers can become knowledgeable about their credit information and exercise their right to challenge the information. Consumers' access to their Free Credit Report has just become much easier through Credit4life, which allows consumers to access their free credit reports via their cellphones. Read more >>

Brand news


Xbox LIVE comes to SA
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Clothing & Textiles



Commercial property



Corporate Social Investment



Distribution


Ciro and Chilla in partnership
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e-Commerce



Exhibitions



Franchising



Green sustainability



Hospitality


Mugg & Bean goes Total
Mugg & Bean has signed an exclusive agreement with Total for the development and rollout of the 'Grab & Go' concept at its service stations across the country. The first one has opened in Sandton Drive, Sandton, Johannesburg. The exclusivity of the agreement with Total pertains only within the service station sector of the economy. Read more >>


Import/Export


Exports slump 'shows need to diversify'
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Manufacturing


Manufacturing centre launched in Soshanguve
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Regulatory


Bavaria knew it was breaking law - FIFA
[Chantelle Benjamin] Dutch brewery Bavaria knew what the legal implications of its actions were when it flew out two women to run its marketing campaign during a World Cup game last Monday, as FIFA had sent it a letter explaining SA's laws, FIFA said last week. Read more >>

Bad Chinese takeaways
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FIFA loses 5-0
[Herman Manson: @marklives] Beware Orange. It signals caution at stop streets, announces to South Africans that they are close to experiencing rolling blackouts, or identifies you as a Dutch soccer fan. These days it also serves as a 'go directly to jail' card thanks to the ministrations of FIFA and a whipped South African parliament. Read more >>

Bavaria flew in 'orange dress' - Fifa
Dutch brewery Bavaria flew in two co-ordinators from the Netherlands to organise the "orange dress" ambush marketing campaign, world football body FIFA said today, Thursday 17 June 2010. Read more >>


Research


Thirsty World Cup fans boosting beer sales
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Consumers lose confidence
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Retail marketing


2010 ambush marketing: Bavaria does it again!
[Issa Sikiti da Silva] Dutch brewery Bavaria has done what it did at the 2006 FIFA World Cup in Germany: advertise its brand 'illegally' despite knowing very well that the practice amounts to ambush marketing. While in Germany, its 'marketers' did escape the long arm of the law, but this year in South Africa two Dutch women involved in the controversial marketing campaign were arrested, named and shamed. Read more >>

Fresh Living TV from Pick n Pay
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Retail services


New sourcebook for interiors - it's all in the Detail
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BEE ICT company gets infrastructure outsourcing deal
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Retailers


Largely elegant boutique opens in Sandton
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Technology



Training



International news
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Pepsi to strip if Argentina wins
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European financial services market quiet
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Galleries
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BizLounge
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New Musica Megastore at The Zone @ Rosebank
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New accounts
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Quotes
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"Limitations live only in our minds. But if we use our imaginations, our possibilities become limitless." - Jamie Paolinetti
"A problem is a chance for you to do your best." - Duke Ellington
"All good athletes make mistakes; the great ones learn to make that mistake only once." - Raul Lopez
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