Germany Wins the World Cup and Brands Are on It

Germany with world cup (L-R) Miroslav Klose of Germany, Kevin Grosskreutz of Germany, Lukas Podolski of Germany, Philipp Lahm of Germany, Matthias Ginter of Germany, coach Joachim Low of Germany during the final of the FIFA World Cup 2014 on July 13, 2014 at the Maracana stadium in Rio de Janeiro, Brazil.

Germany's stunning late-in-the-game win in Sunday's World Cup final elicited cheers from Düsseldorf to Rio. As usual, brands weren't content to sit on the sidelines as such revelry was taking place. Nor were they content to pass up an opportunity to inject themselves into an emotional moment and potentially create a mental link between their brand and that exultant feeling.
German brands, of course, had a natural advantage. None appeared to succumb to the temptation to gloat or be clever at Argentina's expense, a lesson that KLM, for one, learned the hard way.

Those unfortunate brands not based in Deutschland did their best. The clear winner here was Budweiser, which appeared to have the rights to use Rihanna's image:

Bud inked a deal with the pop star last year. Rihanna's now-famous flash during the celebrations was not included on Budweiser's Twitter feed.
Australia's also provided some entertaining commentary. However, a tweet superimposing the cup over Mario Gotze's nether regions appears to have been taken down. Still, there was some fun to be had:

Nike, not a World Cup sponsor, also used the opportunity to crow about Gotze, with whom it has an endorsement deal:

Nike has more reason to celebrate. The brand put out the most-viewed videos of the tournament, according to researcher Visible Measures. Nike's eight campaigns during the event netted 240.6 million total views, Visible Measures found. No. 2 was Samsung with 124.4 million views. The rest of the list included Adidas (90.3 million views), Kia (27.8 million) and Beats by Dre (24.5 million.)

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