Posted by Rosa Wilkinson on June 18, 2010
As you may have heard, the Dutch beer brand Bavaria has been fined by FIFA for its ‘ambush’ advertising of girls in orange mini-dresses.
Giles Lury, our Director of Branding, was invited to comment on this incident and the perils and pitfalls of guerrilla marketing campaigns, on Simon Mayo’s show on BBC Radio 2 yesterday.
To hear what Giles has to say you can listen again here (from 1:32.25 onwards).
Posted by Giles Lury on April 9, 2010
Simon’s post on Logorama and Alan’s on Nike reminded me of a wonderful little book by the Australian author Max Berry (which was titled “Logoland” in Italy and Germany but was titled “Jennifer Government” in many other countries) and is a brand cynic’s dream.
It is set in an alternative future where the government has less power but brands significantly more. In fact everyone is now known by the brand they work for hence the main characters are Hack Nike, John Nike and Jennifer Government.
The story revolves around Hack who is a low level but ambitious employee of Nike. To try and gain promotion he allows himself to be contracted by one of his higher ups, John Nike, who has the glamorous job of Vice President of Guerrilla Marketing, for an ambitious but highly dubious marketing campaign. John and his team are planning to release the new Nike Mercury trainers – which will sell for thousands of dollars but cost pennies to manufacture - and in order to try and drum up the necessary desire for the shoes, John Nike plans to increase “street cred” in the worst way possible: by having Hack kill people who try to buy them.
Hack, bound by his contract and desire for promotion but unable to contemplate murder on his own, subcontracts to the Police, now a mercenary organization, beginning a chain of business transactions which could land Nike in hot water should word of the plot leak.
After several children are murdered at various Nike chains on opening day, agent Jennifer Government takes it upon herself to track down the perpetrators, even if she can’t get the funding for it…