When it comes to the World Cup, FIFA is very careful to control what actually goes onto the television.  There are only certain companies who are allowed to be official FIFA marketing partners, and they pay a fortune for the privilege of being The Official (blank) Of The World Cup.  The official beer of the World Cup is Budweiser, thanks to Anheuser-Busch Inbev’s deep pockets.  When 30 Dutch supporters stripped off their red and white for bright orange miniskirts, FIFA had them thrown out instantly.

Who would have thought that 30 women in orange mini-skirts would cause such a problem?  Those bright orange minis are associated with Bavaira NV, a Dutch beer company, who calls it the “Dutchy Dress” since it mirrors their orange and blue bottles. T he 30 women were actually South Africans paid to dress like Dutch supporters.  At the 25th minute of the match, the Dutch gear came off and the miniskirts remained.  FIFA was quick to stamp out the ambush marketing stunt.

“There were no arrests.  No one was detained,” FIFA spokesman Nicolas Maingot said.  “The only thing that we have done is actually asking some details [from] these women who have been involved.  What seems to have happened is that there was a clear ambush marketing activity by a Dutch brewery company.”

Image:  Bavaria Online

Tags: ambush marketing, marketing, unusual marketing stunts, guerilla marketing, the Netherlands, World Cup, Dutch fans banned from world cup for marketing stunt, Bavaria NV, orange dresses used as free publicity, Dutchy Dress, Anheuser-Busch Inbev, Budweiser, Nicolas Maingot

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