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Remington pushes patriotic bikini trims in rugby tie-in

LONDON - Brands as diverse as Remington Trim & Shape to the National Union of Teachers have joined the scrum to associate their brands with rugby union in the wake of yesterday's victory parade.

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Remington's advertising agency, Grey London, was out in force with a tactical execution backing the current advertising campaign. It comes in the form of cut-out-and-keep postcards suggesting interesting shapes for women to shave their pubic hair, including a set of goal posts and the St George's Cross.

The Evening Standard created flags for fans to wave at yesterday's parade in London, while the beer brand Tetley's provided hats. Qantas has run a tactical press ad showing Australian rugby captain George Gregan, featuring the words "'England, you've made our George very cross." Fuller's ran tactical ads for London Pride "Remember it with pride".

The logo of mobile phone company O2 was everywhere -- in its capacity as one of the team's official sponsors, particularly all over the open-topped bus that carried the victorious team through the streets of London and into Trafalgar Square.

But the most obscure attempt at a rugby tie-in came from the National Union of Teachers, which carried a full-page ad in this morning's Daily Mail. It featured a picture of the victorious team, including fly half Jonny Wilkinson, with the headline: "They won. So can you." It promotes a ballot on the National Curriculum, urging teachers to join the union and vote in favour of a boycott.

Other advertisers were earlier off the mark with their campaigns, including Adidas, a sponsor of Wilkinson, who had ads in the national press the Monday after the famous victory. Tesco also got in on the act, making the most of news stories that Wilkinson's mother, Philippa, was shopping in one of its stores when her son kicked the goal that sealed England's 20-17 victory against Australia.

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