Brand Republic 09-Jun-10,
Kit Kat is successfully hijacking this year’s Fifa World Cup in South Africa, despite not paying hundreds of thousands of pounds on sponsorship deals like rival Mars, according to the latest BR Video.
Following the launch of football-led TV campaigns by both Nestlé and Mars, both confectionery brands are starting to become associated with the World Cup.
But Mars, and AMV BBDO, will be disappointed to discover there was little resonance for its TV spot which resurrects John Barnes‘ rap in New Order’s ‘World In Motion’ song, some 20 years after its first airing.
The chocolate bar had better luck with Mars‘ new wrapper, featuring the England flag, which was mentioned by a number of people in our video.
However, out of the people who had seen both TV ads, Kit Kat was the clear favourite, with its ‘Cross your fingers’ concept described as “clever” and “more relevant”.
One person also preferred the unofficial Kit Kat ad because it was “very subtle”, he went on to add: “As soon as you see the red wrapper you know… It stands out a lot more than Mars.”
There was better news for the official sports and beer sponsors Adidas and Budweiser, which were among the first names to spring to mind surrounding this year’s World Cup. Although they were joined by the likes of Nike, Foster’s and IPA, all of whom have no links with the event.
Last week, Mars and The Football Association confirmed they are considering legal action against Nestlé for a possible breach of sponsorship rules.
Mars, which last October announced a five-year partnership with The FA, is an official supplier to the England team.
The confectionery company is now in discussions with The FA about the possibility of initiating court action against Nestlé over its football-based ad campaign, ‘Fingers crossed’, created by JWT London.
They believe Nestlé is guilty of “passing off” an association with the England team, despite not being an official sponsor.
Four years ago, Mars undertook its own ambush marketing to coincide with the World Cup in Germany. It was not an official partner of the England team at the time.