Oddbins launches campaign attacking Olympic branding restrictions
Oddbins has embarked on a marketing "counter-strike" against what it describes as the complex branding restrictions placed on businesses by the London Organising Committee of the Olympic Games (LOCOG).The chain of wine merchants is installing special window displays in its branches as well rewarding customers wearing or carrying branded items that rival LOCOG's main sponsors of the Games.
During the next three weeks, anyone who visits an Oddbins branch who is wearing Nike trainers and 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% discount on their purchase.
The marketing push is being led by Oddbins managing director Ayo Akintola who said: "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."
Akintola has issued a call to other businesses to find creative ways to circumvent the restrictions.
He added: "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."
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