They have been to the fore of ‘mischief’ marketing for 30 years and to celebrate the fact Paddy Power have opened a pop-up museum featuring some of the highlights along the way.
The Museum opens up today and will be free to enter between 12 noon and 2 pm for Over 18’s until Saturday 22nd.
Among the elements on display will be a ‘Lucky Pants’ lab, marking the various versions of Paddy Power’s iconic underwear, from Nicklas Bendtner to Floyd Mayweather, via Daft Punk and Brighton Pride.
There will be a Polar (Bear) Bar serving tranquiliser dart shots, inspired by the bookie’s campaign around the Russia World Cup – as well as an area dedicated to their Rainbow Russians charity drive, where Russian footballers inadvertently raised £170,000 for LGBT+ causes every time they scored.
In recognition of the fact that sometimes the campaigns cross the line of public acceptance, there is also a ‘Department of Complaints’, housing the brand’s most complained about adverts and stunts.
The celebrations will continue each evening this week with Eamon Dunphy interviewing a different sporting legend each evening, in front of a specially invited audience, with content released as podcast and in video form.
That starts tonight with Robbie Keane and will include Ruby Walsh, Graeme Souness, Mick McCarthy and Tomas O’Sé as the week progresses.
“As a brand which matches my inherent sense of mischief, I’m delighted to be hosting Paddy Power’s event this week,” said Dunphy.
“We’ve got some line-up of guests. I’m looking forward to interviewing each of the guys at the Museum of Mischief, as they’re all fascinating subjects with great achievements to their name.”
“Sure we’re making an exhibition of themselves again,” said company spokesman Paddy Power.
“But the last 30 years have been a wild ride for Paddy Power – we’ve gone from seeing off the invasion of English bookies to taking on Russia’s ridiculous stance on LGBT+ rights.”
“There have, of course, been some divisive things along the way, and we think it’s only fair to showcase those, too, to tell the full story of Paddy Power – and give an insight into what the future might hold.”
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