Kingsford Charcoal used the Ed O’Bannon trial to take a perfect shot at the NCAA on a limited edition bag.

The blurb on the bag says “lights 25% faster. Doesn’t burn athletes”. Brilliant.

Kingsford also released a statement, driving the point even further home.

“Kingsford Charcoal has become one of the many companies to use the likeness of a former amateur basketball player for marketing purposes during that mad, mad month of March. Kingsford is just adding a surprising twist: the charcoal brand is actually going to pay that player — Ed O’Bannon — for placing him on the front of a limited bag of charcoal.”

Fantastic. Well done, Kingsford.

[Sports Illustrated]