It’s a chocolate ambush
Ambush advertising strategies have been a hotly debated topic at the World Cup, which may be a welcome English distraction from the performance on the pitch.
Beyond orange mini-dresses, Nestlé seems to have scored an important advertising goal with its ‘Cross your fingers’ Kit Kat TV campaign despite not paying for a hugely expensive sponsorship deal like Mars. A Brand Republic video study found that a significant proportion of consumers mentioned the Kit Kat advert as the most recognisable campaign.
Mars is an official supplier to the England team and has confirmed it is considering legal action against Nestlé for a possible breach of sponsorship rules (despite also employing the ambush tactics four years ago during the World Cup in Germany).
Is all fair in advertising and football?
Katrine Kjoeller
Confectionery Production
