Home / Advertisers / Bavaria beer’s orange gals show that the World Cup is just one cock-up after another

Bavaria beer’s orange gals show that the World Cup is just one cock-up after another

For a start the football’s not much good (led by England of course), then you’ve got the new Adidas ball which just carries on going up in the air if you lift it off the ground (which means that nobody is scoring goals from free kicks) and finally there are those bloody trumpets.

Oh, and ambush marketing of course led the notorious Dutch beer company Bavaria (its marketing is clearly better than its grasp of geography).

Two orange-licious Dutch sales promotion gals have been locked up in a South African jail for supplying a posse of South African totty with orange mini-dresses to promote Bavaria beer.

Annoying organisers FIFA is clearly deemed to be an offence rather than a joke in anxious to please South Africa. Which makes everybody look silly apart from Bavaria, which is actually a pretty silly outfit.

At the last World Cup in Germany it got itself into trouble for persuading gentleman supporters to wear orange lederhosen in, yes, Bavaria. They were told by the organisers to take these off, which created even more publicity.

And now Marketing magazine reports that traffic to the Bavaria website has soared (there wasn’t any before) thanks to the fuss.

So what should FIFA do about the orange incursion?

Well it’s tricky of course because Anheuser-Busch has spent millions on being the official beer partner and all everybody notices (or reads about) are babes in orange Bavaria kit.

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Perhaps FIFA should just round them up and auction them to the highest bidder?

But that would probably contravene some regulation or other too.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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