The answer is simple; create a great, smart PR stunt. Paddy Power have done very well recently, but this time its the turn of a brand you would not immediately associate with football at all…
Restaurant chain Pizza Express have come up with a superbly innovative stunt, which fully capitalises on the opportunity of being associated with the fever of Brazilian World Cup, without having an associated brand (i.
e. sports gear). And in my humble opinion they have done so in a far more impactful way than certain other FMCG brands – some of whom simply slap on yellow, blue and green colours and the words Brazil or samba in a dire and lazy attempt to boost sales.