Dr. Neil Hair

You have to laugh - thousands of fans in their underpants at a world cup match. A strange sight and one brought about by one innovative company that decided to give away free orange laderhosen to Dutch supporters who bought their beer. So called 'ambush' marketing is as far as I am concerned - pure genius. Unfortunately the officials didn't think so and therefore ordered wearers to either take them off or be refused admission. What of the commando issue I hear you ask. We wont go there in this post. Amusingly, this little heard of Dutch Brewer has received more publicity in more nations as a result of news coverage then they could ever have achieved in their original aim. That is pure genius. I'd love to be able to tally the costs of this coverage on networks such as MS-NBC, SKY, and of course commercial free BBC, but unfortunately I cant - it's safe to assume its worth millions of dollars (probably far more then the rights Anheuser Busch paid for as official sponsors).