The World Cup is the largest single sporting event in the world, coming around every four years. Several large brands have paid tens of millions to own advertising and sponsorship rights, and FIFA works hard to stop other brands capitalising on its crown jewel event. That doesn’t stop many products aligning themselves with World Cup fever. These brands have shown that you don’t have to break FIFA’s intellectual property rules to claim a bit of World Cup glory. Irn-Bru then poked fun at ITV’s studio decor, by suggesting that Lee Dixon was sitting inside a bottle of the distinctively-coloured drink. Irn-Bru’s pinned tweet is a video of a man being injured by a small wave on a beach before being treated by a magic sponge and a bottle of Irn-Bru, complete with football-style commentary. You can watch the video here. There’s this tweet, featuring some of the top stars at the tournament in an animated GIF. Carling is also giving away £1,000 cash prizes to customers who find golden cans. Pringles has itself teamed up with Rio Ferdinand and Daniel Sturridge for a campaign about goal celebrations.
The World Cup is the largest single sporting event in the world, coming around every four years. Several large brands have paid tens of millions to own advertising and sponsorship rights, and FIFA works hard to stop other brands capitalising on its crown jewel event.
That doesn’t stop many products aligning themselves with World Cup fever. These brands have shown that you don’t have to break FIFA’s intellectual property rules to claim a bit of World Cup glory.
Irn-Bru – Scotland in the Maldives
Scotland didn’t qualify for this year’s World Cup finals. The famously Scottish drinks brand, Irn-Bru, has played on this by giving away a holiday in the Maldives.
Irn-Bru’s Twitter campaign took the idea of the Scottish national team taking a holiday instead, and extended this to include a competition for fans.
Irn-Bru then poked fun at ITV’s studio decor, by suggesting that Lee Dixon was sitting inside a bottle of the distinctively-coloured drink.
Irn-Bru’s pinned tweet is a video of a man being injured by a small wave on a beach before being treated…
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