PathMinder Pty Ltd have partnered with AllUser Industries srl to bring Europe’s most advanced high security portals to the Australian and New Zealand markets. AllUser Industries started to…read more
Non-sponsor Solo launches South African Football competition
Soft drink brand Solo has launched a major South Africa themed football promotion featuring Socceroo Harry Kewell, despite sponsorship rights to the FIFA World Cup being held by rival brand Coca-Cola.
In what looks like a classic example of ambush marketing, the promotion, entitled 'Everything But A Ticket', avoids making any direct mention of the tournament, but offers fans the chance to be in South Africa while the competition takes place in June.
Media and marketing website Mumbrella reports that a carefully scripted advertisement for the Schweppes Australia-owned brand to promote the competition entirely avoids using the words 'football' or 'World Cup'. In the commercial, the presenter says, "the legal guys tell us we aren'ât allowed to give away tickets to a certain South African festival of the round ball."
After revealing that the prize includes flights to South African, the presenter stresses there's also "five grand to spend however you like", in what some viewers might take as a hint that it can be used to buy tickets to see games.
The Solo promotion is like to be the first of many high profile campaigns by brands trying to tie themselves to the FIFA World Cup without the multi-million dollar cost of sponsorship.
World football governing body FIFA is well known for the lengths it will go to protect its sponsors from ambush marketing by rivals and non sponsors. However, this mainly focuses on its trademarks and logos, which the Solo promotion has avoided using. However, it is likely that the advertisement will still be closely scrutinised both by FIFA and Coca-Cola.
On its website, FIFA says "FIFAâs primary objective is to put a stop to the systematic, commercial abuse of its event marks on a wide scale in order to safeguard the rights of its partners."
The Solo commercial features a one second cameo from Socceroo Harry Kewell. Brief appearances from Kewell are becoming a habit for Solo - he also featured in a single shot in an advertisement launched last August to mark Solo's partnership with A-League football.
To view the original article go to http://mumbrella.com.au/non-sponsor-solo-launches-competition-to-get-socceroo-fans-to-south-africa-16348#more-16348
6th May 2008 - CHINA BRAND TAKES OLYMPIC SHORT CUT
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
SPORTENG are experts in the planning, design and construction inspection of sport Fields of Playread more
iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…read more
Felton Industries is Australia’s leading designer, manufacturer and supplier of quality outdoor furniture and has been supplying premium seating solutions for all sporting, commercial, community…read more
Anti Wave International is the original suppliers of top performance swim, aquatic sports, leisure and pool programming equipment. Founded in 1971, Anti Wave International is proud of its…read more
Our team believes floors should be beautiful, comfortable, and engineered for safety, even when wet. Life Floor tiles meet six unique performance based standards: slip-resistance, impact absorption,…read more
Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!