The World Cup Bavaria Beer Girls Were Tossed Out
Vittoria Natarelli — June 16, 2010 — Marketing
References: djmick
The World Cup Bavaria beer girls staged a marketing ambush at the Holland vs. Denmark game. The 36 beautiful women in tight orange dresses were accused of marketing for the Bavaria beer company.
After being featured on the big screen several times, FIFA officials stepped in by dismissing them from the game in order to protect their sponsor Budweiser. Sorry World Cup Bavaria beer girls, it's not personal, it is just business.
Implications - It is imperative that businesses portray themselves as honest, fair and disinterested in controversy. Consumers will likely avoid investing their time and money into businesses that engage in unruly or treacherous behavior. With social media communications at an all-time high, it is important that businesses present themselves in a positive light.
After being featured on the big screen several times, FIFA officials stepped in by dismissing them from the game in order to protect their sponsor Budweiser. Sorry World Cup Bavaria beer girls, it's not personal, it is just business.
Implications - It is imperative that businesses portray themselves as honest, fair and disinterested in controversy. Consumers will likely avoid investing their time and money into businesses that engage in unruly or treacherous behavior. With social media communications at an all-time high, it is important that businesses present themselves in a positive light.
Trend Themes
1. Ethical Marketing - Opportunity to develop marketing strategies that align with ethical standards, gaining trust and loyalty from consumers.
2. Social Media Reputation Management - Opportunity to monitor and manage online brand reputation to ensure a positive image in the eyes of consumers.
3. Brand Sponsorship Protection - Opportunity for brands to protect their sponsorships through effective measures, minimizing ambush marketing attempts.
Industry Implications
1. Marketing and Advertising - Industry players can innovate and offer services that help businesses with ethical marketing practices and reputation management.
2. Online Reputation Management - Industry focused on monitoring and managing online brand reputation can provide essential services to businesses in maintaining a positive image.
3. Sports Sponsorship Management - Industry specialized in managing sport sponsorships can assist brands in protecting their sponsorships and preventing ambush marketing incidents.
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