ScotCo dismisses Nike's claims as Nonsense

Scottish Courage is pledging to continue with its John Smith's sales promotion despite the threat of legal action from Nike.

The John Smith's advertising strapline ' Ave It !' may have become the most-mimicked catchphrase in the country but a humorous twist on the phrase featured in a national sales promotion running in 5,000 pubs and bars has not proved as popular with the sportswear giant.

Nike has taken exception to the use of the line 'Just Ave It! accompanied by an image of a tilted magnet which parodies the Nike "Just Do It" catchphrase and swoosh logo. It believes the advert infringes its trademarks and, in a reference to comedian peter Kay who features in the brand's TV campaign, suggested that the image of " an overweight and apparently unskilled footballer" is detrimental to its brand.

Scottish Courage brands director John Botia said: " Nike's reaction is way over the top. It's ironic that the experts in 'ambush marketing' should react like this to what is just a bit of fun. They are in danger of scoring a classic own goal by insulting a huge chunk of their customers in their apparent desire to distance the Nike brand from anyone other than budding David Beckhams. Their claims are nonsense and we have no intention of complying with their request to withdraw or amend the promotion."

Nike has written to Scottish Courage about the issue and warned The Sun and The Daily Telegraph not to repeat certain adverts in the John Smith's campaign.

The Just 'Ave It promotion is part of the £10m "No Nonsense" campaign to boost sales of John Smith's. The on-trade initiative involves a No Nonsense instant win scratchcard whereby drinkers get the chance to collect branded merchandise including exclusive sport-design t-shirts, mobile phone holders and football-themed stress balls by correctly answering a sport-related question.