Brands Launch Rio 2016 Campaigns In U.K. 100 Days Ahead Of Opening Ceremony
Olympic marketing "felt omnipresent for London 2012 as sponsors kicked off activity up to two years before the games even began," according to Matthew Chapman of MARKETING MAGAZINE. While global brands have been marketing already in Brazil ahead of Rio, the activity in the U.K. "has only really kicked off in earnest 100 days before the opening ceremony."
M&C Saatchi Sport & Entertainment CEO Steve Martin said, "I think you are going to see some terrific work but my view of the Olympics [activity] is that rather than a slow and sure build up it is just going to arrive. ... I think you are going to see a big bang with all channels and all guns blazing in a time period that is more condensed because of the Euros [football championships] the month before the Olympics."
NISSAN
Nissan "is seeking to bring fans to the heart of Team GB & Paralympics GB with films that give fans the opportunity to experience first-hand the teams’ gruelling training regimes."
LACOSTE Lacoste has launched a "support with style" music video that is designed to be an energetic showcase of the "spirit, style and elegance" of Lacoste.
P&G Procter & Gamble is honoring "the emotional strength involved in motherhood in its 2016 Olympics campaign."
ADIDAS
Adidas Creative Dir Stella McCartney "designed the Team GB and ParalympicsGB kit in her signature modern design aesthetic."
Source: STELLA MCCARTNEY
PANASONIC
Olympic sponsor Panasonic "is celebrating Great Britain's army of 'Superfans' in its Rio 2016 campaign -- which (slightly surprisingly) is the first major social push ever for the brand."
KELLOGG'S
Team GB official sponsor Kellogg’s "is running a #GreatStarts campaign that recreates iconic Hollywood wake-up scenes from films including Ferris Bueller's Day Off," featuring past British Olympic Medal winners Steve Redgrave, Rebecca Adlington and Louis Smith (MARKETING MAGAZINE, 4/29).
