Olympics 2012


Top Olympic branding breaches

Seb Joseph

In the week that the “branding police” set out to enforce sponsors’ exclusivity rights to the Games, Marketing Week picks out the most memorable/petty/ridiculous (delete where you think applicable) Olympic brand breaches that have been uncovered so far.


Cadbury unveils Oyster-like card for Games

Seb Joseph

Cadbury is to let visitors to its Olympic hub at Hyde Park instantly share their experiences on Facebook with the launch of an Oyster-like card that uploads content to the social network when scanned.


Nike to run Olympic Twitter ads

Seb Joseph

Nike is to launch a series of real-time promoted tweets during the USA men’s basketball games at London 2012 in a bid to tap into the exposure the sporting event will generate worldwide.


P&G unveils final pre-Olympic push

Seb Joseph

Procter & Gamble is to ramp up the “intensity” of its Olympic marketing push with a campaign that features junior athletes and a raft of brand-led activity in the run up to and during the Games.   

coca cola beat fleet

Q&A: Coke on the importance of sampling

Lara O'Reilly

Marketing Week speaks to Coca-Cola’s archives manager Ted Ryan (TR) and head of assets and experiential for Great Britain and Ireland Paul Dwan (PD) about the ongoing importance of sampling, from its first ever campaign in the 1800s to its biggest ever activity for the London 2012 Olympics.


McDonald’s, Coke defend Olympic choice

Lara O'Reilly

McDonald’s and Coca-Cola have defended their sponsorship of the Olympic Games after criticisms about their involvement were levelled at the brands by the president of the International Olympic Committee.


Top London 2012 marketing campaigns

Seb Joseph

With less than three weeks to go until the London 2012 Olympic Games get underway, the event’s official sponsors have begun ramping up advertising campaigns that tap into the growing enthusiasm for all things sporty in an attempt to maximise their exclusivity rights.

jill mcdonald

Q&A: Jill McDonald, McDonald’s

Josie Allchin

Marketing Week caught up with McDonald’s CEO for the UK and Northern Europe, Jill McDonald, at the fast-food chain’s restaurant at Olympic Park. She tells us about the brand’s Olympic legacy as well as their plans for Rio 2016.

Unilever Magnum

Unilever launches Magnum pop-up

Rosie Baker

Unilever is launching a pop-up ‘Pleasure Lounge’ for its ice cream brand Magnum at Westfield Stratford in a bid to take advantage of the increased footfall expected at the shopping centre during the Olympics.

Lara O'Reilly

Digital will be marketing’s Olympic gold medal

Lara O'Reilly

With news that TV ad market is not likely to experience its expected highs over the Olympic period and revelations that some non-sponsors have gone as far as cancelling planned TV campaigns, digital looks likely to climb to the top of the winners table during July and August.

olympic torch

Olympic TV ad market to fizzle out

Lara O'Reilly

The TV ad market is not going to experience its expected spike in revenue over the Olympic period, with some advertisers pulling planned campaigns, according to industry forecasts.