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SBD Global/January 21, 2014/Marketing and Sponsorship

Paddy Power Pulls ManU Marketing 'Stunt' Placing Waxwork Of Alex Ferguson At Old Trafford

Paddy Power "has continued its campaign of cheeky marketing stunts" by placing a waxwork of former ManU Manager Alex Ferguson contained in a glass box outside Old Trafford, with the following sign: "In case of Emergency at Old Trafford, Break Glass," according to Stephen Lepitak of THE DRUM. The stunt was pulled Sunday morning following Chelsea’s 3-1 victory against ManU, which has "struggled for form" under new Manager David Moyes. Paddy Power Global Marketing Dir Christian Woolfenden recently explained "how the brand views receiving complaints from the stunts it pulls." He said, "The complaints are never from your own consumers, for us we know our consumer and we receive around 95 percent positive commentary, then you get the five percent who have an opinion on everything, and actually if we don’t get complaints we’re quite disappointed" (THE DRUM, 1/20)
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