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July 18, 2008
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Olympics

Minute Maid, Milk Latest To Launch Olympic Marketing Campaigns

Minute Maid Profiling U.S. Olympians
On Select Cartons Of Fruit Drinks
Minute Maid, the official juice beverage sponsor of the U.S. Olympic team, is leveraging its partnership by launching limited-edition packaging of its products that profile select Olympians under the tag, "Bring Home The Goodness." The athletes will appear on 64-ounce cartons of Minute Maid orange juice, lemonade and fruit drinks (Minute Maid). BRANDWEEK's Kenneth Hein noted the Olympic logo "will be prominently featured" on the packaging, and in-store ads will support the effort. Minute Maid, a division of Coca-Cola, has been an Olympic sponsor since '84 (BRANDWEEK.com, 7/16).

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
CAPTAIN COURAGEOUS: Nike has kicked off its global ad campaign around the Beijing Games with 30- and 60-second spots called "Courage," via Wieden & Kennedy, Portland. The ads feature 31 Nike athletes from around the world, including Lance Armstrong, Michael Jordan, Roger Federer, Maria Sharapova, LeBron James, Kobe Bryant and Oscar Pistorius. The spots will debut in the Asia Pacific and Americas regions on Saturday and in the U.S. on August 8 (Nike). The spots show a "collage of inspirational sports imagery," including Jordan kissing the NBA championship trophy. The Killers' song "All These Things I've Done" accompanies the spots (BRANDWEEK.com, 7/17). Nike is not an IOC or Beijing Games sponsor (THE DAILY).

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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