It was, the authorities claim, a gimmick cynically designed to capture the attention of the world's media - and, if so, it was wildly successful.
When 36 young women wearing orange mini-dresses associated with the Dutch brewers Bavaria entered the stands at South Africa's Soccer City Stadium for the Netherlands versus Denmark match, the cameras, predictably, turned towards them en masse, capturing shots that would grab the attention of picture editors worldwide.
The reaction of those in charge was swift and ruthless.
All of the mini-skirted ladies were ejected from the venue and two were arrested on charges of organising "unlawful commercial activities". Meanwhile, a spokesman for the tournament's governing body Fifa said it was looking into "all available legal remedies" against the brewery.
I think you would have a hard time making the case that this was unlawful in the United States. I think that someone would be able to weasel their way out of it and get away with it. Guerilla marketing is what I call it because there were no guns used in this ambush. They are serious about making sure no one makes money from the World Cup, I guess. I don't know. Part of me doesn't get how hot chicks in orange mini-dresses could sell anything other than...orange mini-dresses. But that's me. I'm numb to this sort of thing. Advertising doesn't work on me anymore because I'm old. I've seen it all.