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HEROfarm is a marketing and public relations agency dedicated to
revealing the newest trends in the market. The Olympics a...
RULE 40 CHANGE
Rule 40 used to prevent non-Olympic sponsors from starring Olympic athletes in
advertisements during the ga...
SPONSORS VS. NON-SPONSORS
We’ve indicated sponsors with
See how they use the Olympic intellectual property to their
advant...
FAMILYFAMILY
1
FAMILYFAMILY
They’re our biggest
fans, supporters, and
friends. These brands
have captured the
family love.
Procter & Gamble
“It takes someone strong
to make someone
strong.” The “Thank You,
Mom” commercials touch
your heart every...
Minute Maid
It’s hard to fight back
tears when watching
Olympic swimmer Missy
Franklin speak about the
love for her family...
FEMINISMFEMINISM
2
These commercials
emphasize the power
of all women who
compete in a variety
of Olympic sports.
FEMINISMFEMINISM
Chobani
Marlen Esparza features in
this #NoBadStuff campaign
commercial. She was told
boxing was meant for men,
but kept f...
Always
The “Like a Girl” campaign
empowers women to own
their sport. It encourages
young girls to keep playing
and never b...
3
SHOW YOUR COLORSSHOW YOUR COLORS
What better way to
show support for
your country than
repping its colors?
SHOW YOUR COLORSSHOW YOUR COLORS
Lacoste
The French company is a
partner of the French
National Olympic and
Sports Committee. This
commercial shows off the...
Kellogg
Kellogg redesigned its
cereal boxes to support
Team USA. There’s
patriotism at all angles
with the American Flag
p...
CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR
4
This popular trend
shows Olympic athletes
being motivated by
their younger selves.
CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR
Gatorade
Gatorade’s “Never Lose the
Love” campaign shows the
passion these athletes felt at
a young age. Usain Bolt,
Seren...
USA Swim Team
All athletes start
somewhere, and here we
can see the USA Swim
Team at the very
beginning. The old video
foo...
Panasonic
CHILDHOOD MOTIVATOR
Brazilian soccer star
Neymar Jr. dribbles
through the streets of Rio
with flashbacks of his
...
FASTER THAN A SPRINTERFASTER THAN A SPRINTER
5
These brands
use Olympic
sprinters to
represent the
speed of their
products.
FASTER THAN A SPRINTERFASTER THAN A SPRINTER
Allyson Felix, an American
track and field sprinter,
stars in this commercial.
She helps Bounty
emphasize the speed its
pa...
Virgin Media
Virgin Media’s campaign
#BeTheFastest is the
perfect fit for Usain
Bolt. The Jamaican
sprinter has broken
thr...
Adidas
The #SpeedTakes campaign
represents the hard work
and dedication it takes to
be the fastest. Adidas is not
an Olymp...
Check out our presentation on
10 Ways to Evict Creative Block.
Marketing and Public Relations
CREDITS
Slide 1 & 26: https://www.reference.com/beauty-fashion/olympic-gold-medals-made-7f8d3dd0cefe19b5
Slide 2: http://w...
Going for Marketing Gold: 5 Ways Businesses are Running with The Olympics
Going for Marketing Gold: 5 Ways Businesses are Running with The Olympics
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Going for Marketing Gold: 5 Ways Businesses are Running with The Olympics

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4... as the countdown begins
3... the pressure is on
2... make sure your marketing is ready
1... to reach for gold.

It's no secret you'll see an uptick in Olympics-themed marketing over the next month. Brands are using the ancient games to inspire and motivate consumers.

This report delves into 5 of the top marketing trends we've uncovered from brands tapping into the worldwide reach and appeal of the 2016 Olympics.

Discover how several brands, even non-sponsors, are using the Olympic games to their advantage and how your business can relate.

*Click the images in the presentation to view each respective campaign.

Published in: Marketing
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Going for Marketing Gold: 5 Ways Businesses are Running with The Olympics

  1. 1. HEROfarm is a marketing and public relations agency dedicated to revealing the newest trends in the market. The Olympics are here. Are you ready? We are. Check out these 5 trends we found in Olympic advertisements.
  2. 2. RULE 40 CHANGE Rule 40 used to prevent non-Olympic sponsors from starring Olympic athletes in advertisements during the games. Athletes had long argued that the old rule “deprived them of commercial attention and income during their most marketable moments.” Now, non-sponsors can feature Olympic athletes if they follow specific guidelines. They must run their campaign continuously from March 27 through the end of the games, and cannot use Olympic intellectual property such as “Olympic,” “Olympiad,” “Rio/Rio de Janeiro,” “Gold,” “Games,” and “Victory.” Essentially, there cannot be an association between the athlete and the Olympics. Sponsors still have the advantage of using trademarked Olympic phrases and imagery in ads, but the new rule will challenge non-sponsors to get creative and stand out.
  3. 3. SPONSORS VS. NON-SPONSORS We’ve indicated sponsors with See how they use the Olympic intellectual property to their advantage. Also, pay attention to those non-sponsors who still create the link between their product and the Olympics.
  4. 4. FAMILYFAMILY 1
  5. 5. FAMILYFAMILY They’re our biggest fans, supporters, and friends. These brands have captured the family love.
  6. 6. Procter & Gamble “It takes someone strong to make someone strong.” The “Thank You, Mom” commercials touch your heart every time. FAMILY
  7. 7. Minute Maid It’s hard to fight back tears when watching Olympic swimmer Missy Franklin speak about the love for her family. Owned by Coca-Cola FAMILY
  8. 8. FEMINISMFEMINISM 2
  9. 9. These commercials emphasize the power of all women who compete in a variety of Olympic sports. FEMINISMFEMINISM
  10. 10. Chobani Marlen Esparza features in this #NoBadStuff campaign commercial. She was told boxing was meant for men, but kept fighting and became the first American female to qualify in her sport at the Olympics. FEMINISM
  11. 11. Always The “Like a Girl” campaign empowers women to own their sport. It encourages young girls to keep playing and never be discouraged. FEMINISM Owned by P&G
  12. 12. 3 SHOW YOUR COLORSSHOW YOUR COLORS
  13. 13. What better way to show support for your country than repping its colors? SHOW YOUR COLORSSHOW YOUR COLORS
  14. 14. Lacoste The French company is a partner of the French National Olympic and Sports Committee. This commercial shows off the "spirit, style and elegance" of Lacoste’s new fashion line. SHOW YOUR COLORS
  15. 15. Kellogg Kellogg redesigned its cereal boxes to support Team USA. There’s patriotism at all angles with the American Flag pattern and featured Olympic athletes. SHOW YOUR COLORS
  16. 16. CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR 4
  17. 17. This popular trend shows Olympic athletes being motivated by their younger selves. CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR
  18. 18. Gatorade Gatorade’s “Never Lose the Love” campaign shows the passion these athletes felt at a young age. Usain Bolt, Serena Williams, Paul George, April Ross are all motivated by their childhood selves in this commercial. CHILDHOOD MOTIVATOR
  19. 19. USA Swim Team All athletes start somewhere, and here we can see the USA Swim Team at the very beginning. The old video footage reminds us of their love and dedication to the sport. CHILDHOOD MOTIVATOR
  20. 20. Panasonic CHILDHOOD MOTIVATOR Brazilian soccer star Neymar Jr. dribbles through the streets of Rio with flashbacks of his childhood self.
  21. 21. FASTER THAN A SPRINTERFASTER THAN A SPRINTER 5
  22. 22. These brands use Olympic sprinters to represent the speed of their products. FASTER THAN A SPRINTERFASTER THAN A SPRINTER
  23. 23. Allyson Felix, an American track and field sprinter, stars in this commercial. She helps Bounty emphasize the speed its paper towels can clean up a mess. Bounty FASTER THAN A SPRINTER Owned by P&G
  24. 24. Virgin Media Virgin Media’s campaign #BeTheFastest is the perfect fit for Usain Bolt. The Jamaican sprinter has broken three world records, one of them being 100 meters in 9.58 seconds. FASTER THAN A SPRINTER
  25. 25. Adidas The #SpeedTakes campaign represents the hard work and dedication it takes to be the fastest. Adidas is not an Olympic sponsor, but its use of multiple Olympic athletes makes these commercials successful. FASTER THAN A SPRINTER
  26. 26. Check out our presentation on 10 Ways to Evict Creative Block. Marketing and Public Relations
  27. 27. CREDITS Slide 1 & 26: https://www.reference.com/beauty-fashion/olympic-gold-medals-made-7f8d3dd0cefe19b5 Slide 2: http://www.tourist-destinations.net/2013/09/rio-de-janeiro-brazil.html Slide 3: https://projectgirlspire.com/2016/07/09/top-female-athletes-to-watch-out-for-in-the-olympics/; http://www.teamusa.org/Athlete-Resources/Athlete-Marketing/Rule-40-Guidance; http://adage.com/article/cmo-strategy/olympic-ads-appearing-sooner-normal/302909/; http://www.usatoday.com/story/sports/olympics/2015/02/26/ioc-relaxes-rule-on-athletes-and-sponsors-during- olympics/24084119/ Slide 4 & 5: http://www.cnn.com/2014/02/07/living/olympic-moms-sacrifice-challenges-parents/ Slide 8 & 9: http://www.latimes.com/sports/soccer/la-sp-soccer-women-olympics-20160222-story.html Slide 12 &13: https://pixabay.com/en/flag-america-usa-states-1291945/ Slide 16 & 17: https://www.youtube.com/watch?v=EP7izIhmV5c Slide 21 & 22: http://www.npr.org/sections/thetorch/2012/08/08/158428533/field-for-womens-200-meters-is-loaded- with-talent-and-speed

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