Sochi marks the first Olympics for the J.M. Smucker Co. as an official USOC sponsor, and Smucker VP/Corporate Communications Maribeth Burns said that while the deal "is a big financial commitment for the company," it feels the Games are a "good payoff to reach existing and new audiences, including the 'millennial generation' that follows some of the more extreme sports," according to a front-page piece by Betty Lin-Fisher of the AKRON BEACON JOURNAL. TV commercials "featuring Olympic athletes and some Smucker products began airing during the U.S. Figure Skating Championships last month and will run with more frequency on NBC Networks and USA Network throughout the Winter Games." Burns said that the sponsorship "is a way for Smucker to market to multiple generations." Four brands are "included in the sponsorship: Smucker’s jelly, Folgers, Jif and Smucker’s Uncrustable sandwiches," and Olympics-themed packaging "for the participating brands can be seen on store shelves." Burns said that there "will be some limited Smucker products available to athletes in Sochi." The athletes aligned with Smucker's are figure skater Gracie Gold and former Olympian Evan Lysacek, while Folgers will promote speedskater J.R. Celski and snowboarder Kelly Clark. Jif will utilize skiers Nick Goepper and Julia Mancuso, while Smucker's Uncrustables will activate around Celski, Clark, snowboarder Louie Vito and former Olympian Kristi Yamaguchi. The company after the Games "will have access to its athletes for additional advertisements and appearances" (AKRON BEACON JOURNAL, 2/5).
COLD CALL: In Boston, Donna Goodison reports money management firm Putnam Investments as part of its sponsorship of the U.S. Ski & Snowboarding Association will "run three different 15-second commercials in the Boston market during alpine skiing events." The spots "will run approximately 30 times" on WHDH-NBC from Feb. 9-22. Putnam became a sponsor of U.S. skier Ted Ligety in '09, and "announced its sponsorship" of USSA the following year (BOSTON HERALD, 2/5).
LET MY YOGURT GO! The ROCHESTER DEMOCRAT & CHRONICLE reports U.S. Sen. Charles Schumer (D-N.Y.) has sent a letter to Russian Ambassador Sergey Kislyak and IOC President Thomas Bach "urging the Olympic host to allow U.S. Olympic Team sponsor Chobani to ship its Greek yogurt to athletes in Sochi." Schumer said that the Russians "are not allowing the shipment to go through without 'unattainable' customs certifications." The U.S. Department of Agriculture "has also urged the Russians to expedite needed approvals for the Greek yogurt." Schumer's office indicated that the yogurt is currently sitting at Newark Int'l Airport "waiting to be shipped" (ROCHESTER DEMOCRAT & CHRONICLE, 2/5).
