World Cup sponsor Mars cries foul over Nestle Kit-Kat ad

Mars says it will sue Nestle over this Kit-Kat ad which, it claims, shows that Kit-Kat is passing itself off (I believe that’s the phrase) as a World Cup sponsor – which Mars is and Nestle isn’t.

And it’s a funny old commercial, by JWT London. Clearly shot at a club match rather than an England game, it flirts with World Cup references (there’s an intriguing bit with Sol Campbell in an England-style suit, although he’s not in the squad this time) before coming out with the predictable support our boys message.

So is it passing off? The brief was clearly to make a World Cup commercial without making a World Cup commercial, so to speak.

But is this enough?

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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.