http://www.marketingweek.co.uk/news/...014780.article
In monday's Netherlands-Denmark match, 36 Dutch female supporters, disguised as Danish supporters, took off their Danish attire halfway during the match, revealing orange Bavaria dresses.
Despite the fact that these particular dresses barely have any Bavaria marketing on them, and as such only have a meaning for Dutchmen who already know the dresses, they were immediately taken out of the stadium and arrested.
Two of them now face charges of up to 6 months prison
Great action by Bavaria BTW, if the FIFA hadn't got those girls arrested, nobody would have paid any attention. Now that it's all over the Dutch news and stuff, Bavaria has got all the marketing they could wish for. All costs: 36 flight/match tickets and 1 fine
Bavaria PR Department FTW
BTW, it's not the first time Bavaria has some hugely fantastic but illegal marketing stunt. My personal favorite is their response to a certain Heineken commercial:
Needless to say this commercial didn't last long until it was banned
