SBD/July 5, 2012/Marketing and Sponsorship

Olympic Marketing Notes: Coca-Cola Launches "8-Pack" Campaign For U.S. Olympic Effort

AG AGE’s Emma Hall noted Coca-Cola is “using its Olympic sponsorship to convince consumers of its commitment to an active lifestyle, in a new campaign for the U.S. centering on an ‘8-pack’ of U.S. athletes, most of whom are set to compete at the London games this summer.” Coca-Cola's global "Move to the Beat" campaign -- “aimed at teens -- is at the heart of its 2012 Olympic strategy, but the company has produced an additional Olympic campaign for the U.S. market to establish a particular connection with U.S. consumers.” There are “eight new television commercials, four focusing on individual athletes, two taking a broader look at the Olympic Games, and two animated commercials" bringing collector cans to life. The spots will “break throughout the next six weeks” (ADAGE.com, 7/3).
ATHLETE SPORT
David Boudia Diving
Henry Cejudo Wrestling
Marlen Esparza Boxing
John Isner Tennis
Shawn Johnson Gymnastics
Jessica Long Paralympic Swimming
Alex Morgan Soccer
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).
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