After a tense World Cup match yesterday between Uruguay and Italy, Luis Suarez hit the headlines for all the wrong reasons. In a game that decided which team would go through the group stages; Suarez was shown to bite Italian defender Chiellini on the shoulder - as if this wasn’t bad enough, this is the third time he has bitten a player during a football match.
Twitter erupted with rage alongside jokes, and businesses were quick to bring out their own puns to promote their products alongside the controversy.
Whilst we wait to hear what his punishment will be, we’ve picked out our top 5 brand responses in this global scale real-time advertising:
5. Domino’s
Domino’s were able to easily promote their popular #TwoForTuesday deal by linking it in with the idea that Suarez bit the Italian because he was hungry.
Maybe somebody should have told @luis16suarez it's #TwoForTuesday, he could have pizza for dinner instead! #biting
— Domino's Pizza UK (@Dominos_UK) June 24, 2014
4. Budweiser
Budweiser tweeted this picture of a man (Suarez of course) trying to bite off the cap of a Bud Light that can be twisted off – highlighting the unnecessary biting taking place.
The tweet has received just fewer than 1000 retweets to date in less than 24 hours.
Relax, they're twist off. #biting #ITAvsURU pic.twitter.com/Kj69El7MRE
— Bud Light (@budlight) June 24, 2014
3. Aldi
Whilst Aldi’s UK Twitter profile didn’t get involved in this fiasco, their Ireland account came up with this list of own-brand products the Uruguay player can eat – whilst crossing off the Italian Footballer at the end. Although this hasn’t been as successful as other brands in gaining interactions, it was posted in the aftermath of the incident so we expect it to pick up speed.
Just in case you forgot what you can & can't eat #Suarez pic.twitter.com/qbbBOduxth
— Aldi Ireland (@Aldi_Ireland) June 25, 2014
2. Specsavers
One of our favourite responses to the incident has come from Specsavers. Receiving over 20,000 retweets and just under 1000 favourites to date, this has been a great piece of marketing from the company. They have stood out by playing on Chiellini’s name with their famous strap line “Should’ve gone to Specsavers” – without even mentioning Suarez’s name.
Should've gone to Specsavers #SHGTS #ITA vs #URU pic.twitter.com/9LZxluxVCW
— Specsavers (@Specsavers) June 25, 2014
1. Snickers
Snickers strap line was twisted within seconds of this incident taking place after Rocket Long from Soccer AM tweeted this:
Suarez eat a snickers! You turn into a right diva when you're hungry.
— Rocket Long (@RocketSoccerAM) June 24, 2014
It looked difficult for Snickers to come up with anything other than this to relate to the incident however they managed to come out with this brilliant piece that is perfectly fitted to their brand. With over 35,000 retweets and 15,000 favourites it will be hard for other brands to top this one.
Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS pic.twitter.com/3RAO537HjW
— SNICKERS® (@SNICKERS) June 24, 2014
Whilst we aren’t agreeing with what Suarez has done, we think these brands in particular have capitalised on the opportunity to show how effective real-time marketing can be.