Brands re-direct consumer promos on Brazil, avoid using ‘World Cup’

Marketing managers of various organisations who are always attracted to events and programmes that would create positive impact on their brands have shifted product promos on Brazil.

The major event in Brazil this year is the 2014 World Cup in June, and brands are promising to take some of their consumers to the tournament on an all-expense paid trip.

While some brand owners are categorical on taking consumers to the  ‘World Cup’ in Brazil, others are tactically avoiding the tag ‘World Cup.’ Analysts say this move by the organisations who evade ‘World Cup’ in their promos is strategic as they are not part of the official sponsors of the once-in-four-year tournament.

“They know the legal implications that is why they avoid the connection to the World Cup, so they don’t want to incur the wrath of sponsors of the World Cup,” Akonte Ekine said.

World Cup is a huge event with billions of eye-balls and brands eager to tap into the opportunity without using the name and logo.

Akonte thinks that since organisers of such tournaments would not want to sign on two or more competing brands as sponsors, other brands would find a way of leveraging the opportunity.

In the recent time, some companies in the brewing industry and FMCG have flagged off consumer promos with all expense-paid trip to Brazil. Though the brands did not say a trip to the ‘World Cup,’ which is the thinking of the winners of the promos, but in the event the companies did not take the consumers to the World Cup, their brands may suffer equity.

Daniel Obi