JKR

With the 2012 Olympics and 2010 World Cup looming, sponsorship briefings often turn to how “official partner” brands can go further and earn an emotional as well as financial right to associate with the events. But of course being on the outside is also a great place to operate. An old colleague, Robert Monaghan, drew our attention to these Pringles’ packs, given away at Wimbledon with no official “right”. They make the multi million pound Evian sponsorship seem comparatively dull through a witty exploitation not just of the event but also the brand. If you can make people smile then they will probably forgive such brazen arm chancing. Just as “unexpurgated” biographies always promise more juice than their “official” equivalents, sometimes the big opportunity resides in being liberated from the decorum required of an official sponsor.