Rogue Ambush Marketers Increase Vancouver Games Activation

Roots Canada Not An Official Olympic Sponsor, But Running 'Canada' Campaign

With the Vancouver Olympics about three months away, there is a "growing army of 'ambush marketers,' using the nation's unprecedented interest in the Winter Games to sell products and services," according to Ebner & Houpt of the GLOBE & MAIL. Sports marketing consultants "predict a flood over the next few months of Olympic-style campaigns that are simply missing the official Olympics insignias." Sony "has wrapped transit vehicles in Vancouver and Toronto with ads for its Bravia television that play up Sony's financial support" of Canada speedskater Cindy Klassen, "stepping onto the turf of the official Olympics sponsor Panasonic." Coca-Cola promotional vehicles in Manitoba yesterday were "blaring the soft drink's newest jingle to all who came out for the Olympic torch relay," while Hockey Canada sponsor PepsiCo on Prince Edward Island "unveiled an official cheer ... that it hopes crowds will adopt." Roots Canada also is not an official sponsor of the Vancouver Games, but the brand is running a campaign that "prominently features the word Canada." Roots co-Founder Michael Budman said if VANOC complains, "I'd say, 'You're an extremely paranoid organization. If you want to challenge our trademark, go right ahead. The name of our company is Roots Canada.'" Ebner & Houpt note VANOC "has been mostly mum on ambush marketing, quietly sending warning letters to companies it feels go too far" (GLOBE & MAIL, 11/9).

ARCTIC JOURNEY: The WALL STREET JOURNAL's Phred Dvorak wrote Canada is "boldly sending the Olympic flame farther north than it has ever gone before." The Olympic torch in the next few days is "scheduled to pass through Arctic settlements accessible only by airplane, where average daytime temperatures hover below zero." The "Arctic voyage has manifold challenges," and Bombardier "spent more than a year designing a torch that could emit a brilliant yellow flame at extremely low temperatures and winds of up to almost 40 miles an hour." Meanwhile, Coca-Cola, a torch relay sponsor, "has concocted glowing Coke bottles to hand out during dark stretches" (WALL STREET JOURNAL, 11/7).