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SBD/July 5, 2012/Marketing and Sponsorship
Olympic Marketing Notes: Coca-Cola Launches "8-Pack" Campaign For U.S. Olympic Effort
Published July 5, 2012
|Jessica Long||Paralympic Swimming|
|David Oliver||Track & Field|
TAKE THE STAGE: CAMPAIGN LIVE’s Loulla-Mae Eleftheriou-Smith noted adidas has “unveiled the next phase of its Olympic 'Take the stage' campaign, which will focus on Team Great Britain athletes and is being billed as the brand's biggest-ever marketing spend.” The campaign, created by Sid Lee, launched on Monday and “features TV and outdoor ads.” adidas uses U.K. Olympians Jessica Ennis, Tom Daley, Louis Smith and Phillips Idowu in the ad, with "each narrating their own ad.” Athletes Pete Reed, Laura Trott and Olympic soccer players will be featured “in the digital activity” (CAMPAIGNLIVE.co.uk, 7/2).
HAVE IT THEIR WAY? MARKETING magazine’s Nicola Clark noted a "quarter of consumers believe that Olympic sponsor McDonald's is a poor fit with the Games, raising questions about the long-term sustainability of sports sponsorship by high-calorie food and drink brands.” A survey by Interbrand for Marketing revealed that McDonald’s “prompts the greatest division of opinion, followed by Coca-Cola.” adidas was “ranked as the most appropriate Olympic partner; 59% of consumers said that its sponsorship is a good fit.” Meanwhile, McDonald’s was the “second-most spontaneously recalled sponsor, with 35% of respondents recognising its tie-up” (MARKETINGMAGAZINE.co.uk, 7/3).