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Oddbin’s anti-LOCOG stunt rewards Pepsi-drinking, Nike-wearing, MasterCard-using customers

By on Wednesday, July 25, 2012

Wine merchant, Oddbin’s is planning a counter-strike for the next three weeks, highlighting the extreme rules against certain words associated with the Olympics enforced by Locog. This campaign, and associated stunt is a really clever tactic to use the Olympics (CENSORED) to benefit the brand – without breaking the rules.

Oddbin’s came up with the idea as a “marketing counter-strike in defiance of the labyrinthine restrictions placed on businesses by the Olympics’ legion of brand guardians”.

The window displays all have cheeky marketing messages, such as; ‘We can’t mention the event. We can’t mention the city. We can’t even mention the year. At least they can’t stop us telling you about this: Rococco Rose £17’, and will be supported with a 30% discount for customers who wear or display a total of eight items from non-sponsor brands, including Nike and Pepsi. Anyone can benefit from the discount at any one of Oddbins 35 branches if they are wearing Nike trainers and have in their pocket a set of Vauxhall car keys, an RBS MasterCard, an iPhone, a bill from British Gas and a receipt for a Pepsi bought at KFC.

Ayo Akintola, managing director at Oddbins, said to The Drum: “The London Olympics is a once-in-a-lifetime opportunity for the whole of the UK’s business community to come together to support our fantastic athletes and celebrate an awe-inspiring festival of sport.

“But thanks to LOCOG (London Organising Committee of the Olympic and Paralympic Games), any business without the tens of millions of pounds required to join the cabal of multinational brand partners for the Games are reduced to the status of beggars on the gilded streets of the Olympic movement.

“We have taken steps to ensure our planned window displays do not flout any of these asinine rules, but we are doing this primarily to highlight the absurdity of the fact that the British people – who are paying for these games – are at the same time being subject to ridiculous rules. Even though our window designs will be within the rules, we would not be surprised if LOCOG goes loco.”

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My Contribution’s to PRExamples.com (Jun-Jul 2012) « Faye OakeyNew Olympic sport for Digital PR – we introduce to you: LOCOG Dodgeball | Firefly Communications - PR agencyAraminta KinbroughFaye Oakeywinefromatumbler Recent comment authors
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Mark
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Mark

Great campaign. Shame about the horrible typography. Particularly when you consider the previous ‘Steadmanesque’ stuff.

Emily Nicols
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Great campaign, thanks for sharing.

winefromatumbler
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winefromatumbler

The idea for the posters is great… but the discount for people wearing Nike or drinking Pepsi is unnecessary: it just puts other brands back into the spotlight, rather than Oddbins.

Faye Oakey
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Yes it does offer some free promo for other non-Olympic sponsor brands, but I think ultimately it highlights the LOCOG rules, rather than individual brands, which is what I think they were going for. I agree, the posters are brilliant!

Faye Oakey
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The campaign has been mentioned in this ‘unofficial guide’ on the Drum today, with other cheeky tactics for getting around the rules, which should be of interest to those reading this post:

London 2012: The Drum’s unofficial guide for unofficially sponsoring the Oymlpics Gamse 2102 http://www.thedrum.co.uk/news/2012/07/25/drums-unofficial-guide-unofficially-sponsoring-oymlpics-gamse-2102#Ia6RrIGYU4aeZgzi.99

Araminta Kinbrough
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Araminta Kinbrough

going for gold at oddbins

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