Now here’s an idea to spread the word about your brand… pass out hundreds of hats with your name on it during a sporting event that’s televised. Doesn’t sound too wild and crazy, but it’s working really well for Mr. Price.

Who’s Mr. Price you ask?

It’s a South African retail chain that operates more than 700 fashion and housewares outlets throughout Africa, known by its red Mr. Price hats that were distributed freely to large crowds at large sports events throughout Africa. This has often achieved a higher level of brand exposure than that of the paying advertisers. The strategy is a good demonstration of why marketers should try to own an icon that works in the real world.

Those red Mr. Price hats are now known globally, not bad, not bad at all.

For more on this story, check out this week’s Ad Age BRANDFlash.