Johannesburg, South Africa–Two women wearing orange minidresses during a World Cup football match were arrested for so-called “Ambush Marketing.”
Thirty-six women dressed in orange mini-dresses were ejected from a stadium in Joannesburg for wearing the dresses, which had a small tag that advertised Dutch beer brand Bavaria. Bavaria is not an official sponsor of the FIFS World Cup.
The arrested women were Barbara Castelein and Minte Niewpoort, both from The Netherlands.
Dutch Foreign Minister, Maxime Verhagen, said that the South African government was using heavy-handed tactics for pressing criminal charges against the two women.
Instead of just ejecting the women from the stadium, it seems that the FIFA organizers pressured the government into making the arrest. But in doing the story has made the World News headlines and billions of people are now hearing about the Dutch beer Bavaria. Newspaper editors and TV news loves this kind of story because there are plenty of good “visuals” of pretty girls in short dresses. And after seeing this story, what red-blooded male beer drinker would not now want to now try a Bavaria beer?
So if the FIFA organizers were trying to prevent Bavaria from getting free publicity, it seem to have backfire.
Read the story and watch the video Organizers of Dutch mini-dress model scheme arrested
And the story at The Independent: Dutch and South Africans in mini-dress marketing row
