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Volume 24 No. 159
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Dos Equis Planning Ambush Marketing Campaign Around Sochi Games

Dos Equis, which is not an official Olympic sponsor, is planning to launch a campaign around the Sochi Games. The beer brand during Friday night’s NBC Opening Cermony broadcast will debut a “Bobsled” ad via Havas, N.Y., in select markets. Dos Equis on Twitter plans to also “show the Most Interesting Man reacting to Olympic moments using GIFs of his facial expression” (ADAGE.com, 2/7).

Meanwhile, USOC sponsor BMW on Friday night will officially launch a campaign for the BMW i brand during NBC’s Olympic broadcast (BMW).