ADdicted: Rethinking Restrictions

FIFA imposes significant restrictions when it comes to the World Cup.

Some of them are completely understandable: if you're not an official sponsor, you aren't allowed to use FIFA's trademarks in any way, which includes referring to the global tournament by its full and proper name.

Some of them are somewhat understandable: FIFA’s strict "clean venue" policy forbids visible corporate branding for companies that are not official tournament sponsors, forcing venue logos to be covered or removed. While arguably an extreme application of the "no trademarks" rule, you can probably understand why FIFA wouldn't want companies with existing venue sponsorships to benefit from the logistics of games being broadcast unless they also choose to sponsor the tournament.

(Google "Levi's FIFA stadium" for both a clear example of the "clean venue" policy in effect and an instant lesson on the value of having a brand asset distinctive enough to be recognized even when covered.)

But some restrictions are just plain stupid.

Like the requirement that vendors of products regularly sold in stadiums physically cover up the brand names of products not officially associated with the World Cup.

To be clear, these are not stealthy product placements by rebel food manufacturers. They are products being used exactly as intended: to complement the overpriced food sold in stadiums. Yet FIFA apparently determined that brands who don't pay for "official" status have no place anywhere near the World Cup, even if that place is next to a stadium concession stand.

But Kraft-Heinz (alongside their creative agency, RETHINK) decided to see this restriction as a creative challenge.

The company introduced "Unofficial Stadium Ketchup": pre-taped-up bottles and packets of ketchup that could be served in venues and bars showing World Cup games without breaking any of FIFA's rules.

This works, of course, because Heinz has spent years developing their bottle as a distinctive brand asset: the Heinz bottle is so universally well-known today that the logo isn't needed for most consumers to recognize the product.

So tape away, FIFA... We still know exactly what that bottle holds.

Sometimes you can't help but worry about restrictions.

But other times, you can use them to your advantage.

Rethink your restrictions: they're often just opportunities to demonstrate your creativity.