Gillette responds to FIFA ban with creative World Cup marketing stunt
Gillette launched a creative marketing campaign in response to FIFA's strict sponsorship rules for the World Cup. The stadium, which was temporarily renamed Boston Stadium, brought attention to the brand through its original shaving foam idea.
Gillette has found an ingenious way to respond to FIFA's strict sponsorship rules during the World Cup. Because of these regulations, the Foxboro Stadium name disappeared from the sign, but Gillette was able to turn this mandatory adjustment into a marketing promotion. During the tournament, stadiums may not bear the names or logos of companies that are not official sponsors of FIFA. As a result, the famous Gillette Stadium temporarily became known as Boston Stadium.
The American company did not want to come to terms with this. While Levi's previously attracted attention by covering up its stadium logo, Gillette took a playful approach by choosing to cover its stadium logo in the shape of a large cap of shaving foam. This allowed many visitors to immediately understand the brand behind the stadium.
The promotion sparked widespread publicity on social media, allowing Gillette to receive the kind of attention FIFA is trying to prevent with its sponsorship rules.
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