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SBD/May 10, 2012/Marketing and Sponsorship
P&G's Febreze Brand Takes Unique Approach With Olympic Sponsorships
Published May 10, 2012
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HITCHING THEIR WAGON TO A STAR? MARKETING magazine's Gemma Charles noted several brands who are not sponsors of the London Games are "stepping up efforts to run sports-themed ad campaigns ahead of the forthcoming Olympics marketing blackout period." Subway and FedEx, "whose competitors McDonald’s and UPS are official Games sponsors, unveiled multimillion-pound campaigns" in the U.K. Subway's campaign, which launched yesterday across TV, outdoor, digital and social media, features Great Britian pole-vaulter Holly Bleasdale and boxer Anthony Ogogo. FedEx later this month "plans to run a heavyweight press campaign and unveil a digital platform, as part of a partnership with SportsAid." Subway Dir of Marketing Manaaz Akhtar "denied that the athletes activity was ambush marketing." He said that it was "a long-term programme and not timed around the Olympics" (MARKETINGMAGAZINE.co.uk, 5/9).