The best stunts and campaigns in one place
Follow us on Twitter

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

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.”

Posted by:

Faye Oakey is a 2nd year PR student at Leeds Metropolitan University, who reads and contributes to PRexamples.com to expand her knowledge of the industry and keep up to date with current trends. Faye's most notable PR experience is working as 'Curator of Good Noise' or officially 'Account Executive' at creative youth agency Two Birds One Stone for the majority of academic year 2011/12. She also has work experience in-house at Leeds Grand Theatre, Leeds Bradford International Airport and Voodoo Events.

Follow @FayeOakey

  • Mark

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

  • http://twitter.com/emilynicols_ubm Emily Nicols

    Great campaign, thanks for sharing.

  • 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.

    • http://twitter.com/FayeOakey Faye Oakey

      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!

  • http://twitter.com/FayeOakey Faye Oakey

    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

    going for gold at oddbins

  • Pingback: New Olympic sport for Digital PR – we introduce to you: LOCOG Dodgeball | Firefly Communications - PR agency()

  • Pingback: My Contribution’s to PRExamples.com (Jun-Jul 2012) « Faye Oakey()