Despite the results on the pitch, the Danish national football team's participation in Euro 2000 meant that Danish consumers were made aware of MD Foods' name change to Arla Foods very quickly.
In a poll carried out by the opinion pollster Gfk during the week leading up to, and during, Euro 2000, three out of four respondents said that they had been made aware of Arla Foods through TV.
Besides the games, the TV commercials featuring "Benny" have also had an impact.
The survey reveals that four out of five Danes now know that MD Foods has been transformed into Arla Foods. To the question: "Has anything happened in the market in Denmark for dairy products?" 78 per cent answered that MD Foods has merged with Arla or that MD has changed its name to Arla Foods. The survey also shows that two weeks after the name change only one in five are not aware of Arla Foods. During the first week, the figure was three out of four.