Orange fever seems relatively cool this year. Perhaps King’s Day is still too fresh in our memories and we have only just packed our orange accessories away in the attic. In any case, brands are once again competing for the best World Cup goodies and topical campaigns. Who is the winner?
- Heineken’s samba selfie feels less original this time. I had expected a little more from the brewer. The free samba shirt with a crate of Heineken is doing well, though, so the brand earns a few points there.
- Do you struggle to get beyond the first line of the Dutch national anthem? Grolsch found a solution by printing the first verse on its orange can. A clever idea!
- Roy Donders’ cheering suit for Jumbo outshines the familiar Bavaria dress this year. His orange tracksuit is an eye-catcher and also caused controversy because of the supposedly “devilish” associations of his surname.
- Without Olcay Gulsen’s design talents, Bavaria seems to be struggling: this year’s dress is rather basic. And Olcay? She simply designed a World Cup dress for her own SuperTrash label.
- HEMA responded cleverly to Donders’ success with its own onesie and a slogan meaning “Get to HEMA at lightning speed”, playing on the Dutch word for thunder and Donders’ name.
- Discount clothing retailer Zeeman scores points with its Dutch-flag dress. Simple but fun.
- Albert Heijn brought back its familiar hamsters, this time dressed in orange. Perhaps the thinking was “never change a winning team”, but it is not very surprising.
- De Telegraaf is positioning itself as the Netherlands’ newspaper by creating an online community with all the World Cup news.
Time for the result: Roy Donders’ cheering suit is my clear number one. It has everything a World Cup giveaway needs: people want it, and the media write about it extensively. And if the tournament goes wrong, you can always buy the crying suit instead.
Beau
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