Minute Maid, Milk Latest To Launch Olympic Marketing Campaigns

Minute Maid Profiling U.S. Olympians On Select Cartons Of Fruit Drinks

MOO-VING CAMPAIGN: In Chicago, Lewis Lazare reported the latest ad in the "Got Milk?" campaign will feature 10 prospective U.S. Olympians in one of the campaign's "most lavish ever" executions. Athletes featured in the ad, which is slated to be unveiled as a two-page spread in next week's Sports Illustrated, include swimmers Maritza Correia and Ryan Lochte, gymnasts Paul and Morgan Hamm and softball player Cat Osterman. The ad contains taglines like "Looking for gold? Don't forget the white." As part of the effort, "Got Milk?" Monday will unveil an Olympic component at its official Web site, bodybymilk.com (CHICAGO SUN-TIMES, 7/17).

Pistorius One Of 31 Athletes Featured In Nike's Ad Campaign Around Beijing Olympics

AD BOOST: CNBC’s Brian Shactman writes with an estimated $3B being spent on Olympic advertising and a "$100[M] price tag just to become an official sponsor, it seems like the Summer Olympics could be a welcome boost for what some are calling a troubled advertising industry.” Leo Burnett Worldwide Chair & CEO Tom Bernardin: “What’s so exciting about the Olympics in China … is the audience of 1.3 billion people in that market is incredible.” Bernardin said the expense to advertise during the Games is "absolutely worth it to have that kind of exposure to ... brands on a global stage” (“Worldwide Exchange,” CNBC, 7/18).

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