The recent ambush marketing stunt at the World Cup may have ruffled a few FIFA feathers, but it appears as though it has worked wonders for the brand. According to Experian Hitwise, www.bavaria.com, was the fifth most visited beer website in the UK on Tuesday.

Bavaria Beer is widely available in the UK but awareness amongst UK consumers was rather low. It’s too early for sales figures to be known but the brand expects there to be brisk trade after the stunt. Twitter & other social media sites have been alive with comments surrounding the brand since the game on Monday.

Interest within the brand was sparked when 30 – 40 female fans dressed in short orange dresses were evicted from the Holland vs Denmark game on Monday. The fact that their tickets had been allocated to the former ITV pundit, Robbie Earle, only increased media coverage. The explosion of the story across the world’s press and media outlets has helped to achieve a level of awareness and brand recognition that a traditional advertising campaign would struggle to replicate. Quite what Budweiser, the official beer of the FIFA World Cup, thought about this is unclear at the moment. FIFA have responded by calling in the lawyers. There is it seems a fine line to tread for brands wishing to embark within the murky waters of ambush marketing.

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