Brands launch backlash against brand police
Seb JosephBrewdog has become the latest brand to try and provoke Olympic chiefs into action by launching a limited edition ‘Olympic beer’ that it claims is “laced with performance enhancing ingredients”.
Olympics 2012
Coke launches sustainability ad series
Lara O'ReillyCoca-Cola has launched a campaign highlighting its health and sustainability credentials in an effort to ward off ongoing criticism of its sponsorship of the London 2012 Olympic Games.
McDonald’s adds QR codes for Olympics
Rosie BakerMcDonald’s is to put QR codes on all food packaging sold at its Olympics Park venue during the Games to give customers access to nutritional information about its products, one of a number of innovations unveiled today (26 July) on the eve of the start of the Olympics.
Paddy Power Olympic ambush avoids ban
Seb JosephOlympic chiefs have dropped their attempts to have Paddy Power’s outdoor ambush marketing campaign removed from sites around London, but have vowed to “closely monitor the situation.”
ITV confirms Olympic TV ad slowdown
Lara O'ReillyITV has confirmed analysts’ estimates that advertising revenue is set to drop as much as 11% during the Olympic period as viewers flock to the BBC and non-sponsors hold off activity.
Adidas strikes £2m Olympic deal with Metro
Seb JosephOlympic sponsor is launching what it claims is its biggest ever print campaign after signing a £2m deal with Metro that will see Team GB athletes appear on the covers of the free newspaper throughout the Games.
Brazil aims to make 2016 ‘better than London’
Rosie BakerBrazil has vowed to make the 2016 Olympic Games in Rio “better than London” as its tourism board launches a global advertising campaign to exploit the country’s hosting of the tournament and the 2014 World Cup.
Retailers are vital to Olympics excitement
Rosie BakerIt’s finally here. After months and years of preparation, tomorrow (27 July) is the opening ceremony for the London 2012 Olympic Games. But while the Games might be in London, retailers have played a massive role in bringing the Games to life elsewhere.
Nike launches ‘London’ campaign
Russell ParsonsNike has unveiled a campaign featuring amateur athletes “finding their greatness” in places called London across the world, activity that is likely to raise eyebrows at official Olympic sponsor and fierce rival Adidas.
P&G unveils branded services for Olympians
Russell ParsonsP&G has unveiled a range of branded services on offer to the families of Olympians visiting London during the Games.
Paddy Power incurs wrath of Olympic chiefs
Seb JosephOlympic chiefs have forced Paddy Power to take down a billboard campaign for breaching branding laws, a move that has prompted the controversial advertiser to seek out a court order against Locog.
Olympic sponsors still have time to strike gold
Ruth MortimerThe Olympic Games get underway on Friday, but the marketing of the event still dominates the headlines rather than the competitors. During the Beijing Games in 2008, there was lots of talk of ambush marketing, legacy and sponsor impact but not to the extent that we have already seen in London. The International Olympic Committee […]
Olympic data won’t make happy reading for sponsors
Michael BarnettOlympic sponsors will cherry-pick data to show they got what they wanted from their investment. But it’s hard to believe they wouldn’t get better results spending their money elsewhere.
Olympic boss downplays brand police role
Seb JosephInternational Olympic Committee (IOC) president Jacques Rogge has called for a “common sense” approach to protecting the exclusivity rights of London 2012 sponsors adding that spectators would not be banned from wearing clothing brandishing the logos of non-sponsors.
Sponsors fall short of gold standard in first social media Olympics
Michael BarnettResearch seen by Marketing Week reveals that London 2012 sponsors must use social media in a more sophisticated way if their messages are to reach the global Olympic audience.