Well done Kulula.com! They have certainly received a lot of excellent advertising and even more sympathy from those who are fed up with abusive organisations such as FIFA and the Olympics.
In 1988 the Olympic bullies tried it with Olympic Pizza in Calgary, Alberta, Canada. Fortunately the restaurant in question had been in business since the fifties, before the COC/IOC had trade marked the term "Olympic". Judge told the COC/IOC to get lost and pay the restaurant's costs. One of the funnier statements at the hearing was the restaurant owner (a Greek) asking why they were not suing the Greek government to change the name of Mount Olympus.
Here's a link to an interesting article on ambush advertising for the recent Vancouver Olympics:
'Olympic ambush'