We believed that England could win the 2006 World Cup so much that we changed the name of a Mars bar to a Believe bar.We introduced an evangelist, Bill Lever, who went out to spread the word. He appeared in an 18-minute film (which was shown on the internet and in cinemas), in TV commercials and on the radio. His mission was supported on posters, in press and in various stunts and promotions both nationwide and in Germany where the England team were playing.

n/a