TITLE

Pelé scandal rocks the football world

PUB. DATE
July 2006
SOURCE
Campaign;7/28/2006, Issue 30, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents information related to a campaign which was run by Puma AG, the sponsor of the Italian football team, during the 2006 FIFA World Cup that features the Brazilian football legend Pelé having been caught distributing mysterious brown paper packages to international footballers. The campaign is built by Puma on the insight that balancing on the boundary between fact and fiction creates intrigue and helps in driving the audience's appetite for more.
ACCESSION #
21897786

 

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