If you have been following the World Cup, you would have seen Uruguay's striker Luis Suarez biting Italian player Giorgio Chiellini. Unfortunately, this is the second time such base behavior has come from Suarez. FIFA is investigating the event, and many people are expecting Suarez to miss not only the rest of the World Cup but to receive a more serious sanction for club play, too.
But what we want to share are the quick quips some brands had immediately after Suarez decided to get a taste.
The first one comes from Bud Light. The Bud Light one is interesting, because we are sure that Brazil has a different take on Bud since the World Cup began. If you are not familiar with the story, Brazil's laws about large events and alcohol would have prevented FIFA from selling beer in certain parts of stadiums, during certain times during the matches. Well, Budweiser is a major sponsor for the World Cup, so FIFA and its lawyers went to court.
And it won. FIFA forced Brazil to change its laws. Now, we have this Bud Light ad making fun of Suarez, and though the events are quite separate, for many it would still leave a bad taste.
The next one, and in our opinion the most clever, came from Snickers. We liked Snickers' more than the rest because it was able to stick with its messaging about how satisfying it is to bite into a Snickers. It also made sure that it helped other people follow the conversation by using the #LuisSuarez hashtag. It's simple and playful, and that's one way to stick in the minds of consumers.
Got to love it. So although Suarez royally messed up, Uruguay makes it to the round of 16 knockout stage, and the drama continues. With Suarez probably missing the rest of the Cup, hopefully he can fill his appetite.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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