Brands try to get some mileage out of England defeat

As the nation mourns, with some disgust, the end of England’s hopes in the World Cup, smart brands who know there’s always plenty of potential for a bit of speedy tactical branding, whatever the result, were quickly out of the traps this morning.

Top of the bunch was supermarket group Asda, which tweeted a free eye test for anyone with a Uruguayan passport, following the linesman’s inability to realise that Lampard’s shot had crossed the line. This was followed up with a blog on the company’s website reinforcing the message that Asda does cheap eye care.

Rather more pedestrian were the efforts from car manufacturers Kia and Nissan. Kia ran an ad in the Times with the headline, “At least our warranty beats the Germans,” while Nissan placed one in the Sun proclaiming, “One match the Germans didn’t win.”

All a bit forced really, given that Kia’s Korean and Nissan Japanese, but still you’ve got to give them a few marks for trying.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.