Marketing Olympic Athletes Masks Challenges in Rio
There’s no doubt about the challenges marketers face heading into the 2016 Summer Olympics in Rio. There’s the Zika virus, political upheaval and a country ravaged by crime and poverty.
Another challenge to brands who have paid millions for “official” Olympic sponsorships is a small amendment to the 40th rule of the Olympic Charter that has opened the floodgates for brands large and small to develop ad campaigns around Olympic athletes. Under Armour, Red Bull, Gatorade and General Mills are a few of the brands that took quick action after the amendment passed earlier this year. Under Armour and its campaign feature Michael Phelps in the Rule Yourself video.
Even so, marketing Olympic athletes is a way to soften the atmosphere. Coke, and its #ThatsGold campaign show athletes sharing a Coke. Visa ads show athletes sharing a ride to the Games, and P&G is continuing its “Thank You Mom” campaign using inspiring stories from strong athlete moms. Here’s an update …
Watch the P&G Thank You Mom-Strong Video:
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