26 July 2012 11:31
Oddbins has launched a "marketing counter-strike" against what it describes as the harsh Olympic branding restrictions of the London Organising Committee of the Olympic Games (Locog).
The off-licence chain is rolling special window displays designed to irk the London 2012 organisers but will also reward customers who go out of their way to adorn themselves with branding related to rivals of Locog's main sponsors. Anyone wearing Nike trainers, carrying Vauxhall car keys, an RBS MasterCard, an iPhone, a bill from British Gas and a receipt for a Pepsi bought at KFC will receive 30% off their purchase. The discount will be accompanied by window displays highlighting the message that the chain is prevented from referring to the Games in its marketing while managing to push wine offers.
Managing director, Ayo Akintola, explained: "The London Olympics is a once-in-a-lifetime opportunity for the whole of the UK's business community to come together to support our fantastic athletes and celebrate an awe-inspiring festival of sport.
"But thanks to Locog, any business without the tens of millions of pounds required to join the cabal of multinational brand partners for the Games are reduced to the status of beggars on the gilded streets of the Olympic movement.
"We have taken steps to ensure our planned window displays do not flout any of these asinine rules, but we are doing this primarily to highlight the absurdity of the fact that the British people - who are paying for these games - are at the same time being subject to ridiculous rules. Even though our window designs will be within the rules, we would not be surprised if Locog goes loco."
The Olympic Act of 2006, which the government of the time had to pass as a condition of hosting the Games, makes it a criminal offence for anyone who is not an official sponsor to capitalise commercially from the event. Olympic enforcement officers are said to have begun patrolling around venues nationwide to ensure traders are not illegally associating themselves with the Games.