Jonathan Durden, "the PHD co-founder who launched a male grooming brand last year," achieved a "marketing coup during this year's Wimbledon fortnight using a Novak Djokovic pun," according to Omar Oakes of CAMPAIGN LIVE. The Wimbledon champion "was the inspiration" for the "Djockitch?" DOOH and print ad, which launched on July 3. The ad promotes Durden's Below The Belt brand. Newsworks, the Newspaper Publishing Association's marketing body, has run an online poll that named "Djockitch?" as the "overwhelming" favorite among this year's Wimbledon-related ads, with 79% of the vote. Ads for Rolex and Google came a "distant second and third in the poll," receiving 8% and 7%, respectively. Durden: "It was done extremely quickly on the hoof. It was such an extremely hot day and Djokovic was about to play. ... I just thought: 'I've got to make this happen'" (CAMPAIGN LIVE, 7/13). MARKETING MAGAZINE's Gemma Charles reported Lanson, the official Champagne of Wimbledon, has been named the brand with the "best affinity to the tournament, according to research from Arc London." The agency used its research tool Sponsor DNA to analyze brands -- both sponsors and non-sponsors -- that had the "closest image correlation." Lanson and Wimbledon share a "strong brand match" in terms of "inspiration," "posh," "British," "unique" and "affinity." However, the brand "suffers from low brand awareness" with just 13% of its research group recognizing it as an official sponsor. Stella Artois, which is Wimbledon's first beer sponsor and
in its second year of its deal, "achieved a higher awareness rate" of 24%. But the brand was "not perceived as being a good fit for
Wimbledon" as it was not considered "family friendly" (MARKETING MAGAZINE, 7/13).
