This story featured in Yahoo! News illustrates a unique, if not unusual marketing initiative. Some 36 women were seen celebrating after the Dutch win on June 14, 2010 at Soccer City stadium in Johannesburg. That’s okay except that they first came in dressed up as Danish supporters and later on, they stripped their outfits to reveal the orange mini-dresses, purportedly designed by Dutch beer brewer Bavaria and ostensibly the symbol of a beer advertising campaign in the Netherlands. FIFA had claimed that this was a deliberate stunt that was part of an ambush marketing campaign by Bavaria NV and so had the women arrested (not sure if all or only some were detained)!
“These women, who have been part of a larger group, are suspected to be involved in organized acts to conduct unlawful commercial activities during the Denmark-Netherlands match on Monday,” Johannesburg police said in a statement on Wednesday. I didn’t know you can be arrested for the "crime" of wearing orange?!?!
Anheuser Busch’s Budweiser is the official beer for the tournament and world football’s governing body fiercely protects its sponsors from brands which are not FIFA partners. Bavaria has clashed with FIFA before over supporters wearing its orange clothes to stadiums. Anyway, I read somewhere that FIFA has started legal proceedings against the Dutch brewer.
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