Brains was being handcuffed by regulations and laws in France regarding beer advertising on sports uniforms. Rather than give up, they got clever, switching the ‘Brains’ logo on the Welsh Rugby Union team jerseys to read ‘Brawn’. See what they did there?
The result was not a compromise, nor did they settle for a ‘good enough’ answer to the challenge. They did what all good marketers do when faced with an obstacle: they employed some savvy marketing Jujitsu. The answer to a marketing challenge isn’t to water your efforts down, it’s to embrace the challenges or limitations and flip them. Your consumers don’t want to see you wave the white flag, they want to see you pull a Captain Kirk on the Kobayashi Maru test: Don’t admit defeat, just change the rules of engagment.