Dress for Victory!! Dutch girls had the opportunity to buy sexy orange dresses to support their national team for the World Cup in 2010 in South Africa.
Now there was actually a group of girls who dressed similar and attended a World Cup 2010 game. They started to undress and show the orange colors of their national team, nothing wrong with that. The only issue is that Bavaria wasn't an official sponsor of the World Cup or didn't have any license to promote their brand. The girls were taken by the police but were released after talks with the Bavaria representatives.
I really like Guerilla marketing and these kind of actions, but this proves that you always have to take a look at the legal part of the story.
Anyways, their mission, whether or not Bavaria ordered the girls to do this action, succeeded. Worldwide footage and youtube videos. Remember: Sex Sells!