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.

2. 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.

3. 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.

4. 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.

5. FAMILYFAMILY
1

6. FAMILYFAMILY
They’re our biggest
fans, supporters, and
friends. These brands
have captured the
family love.

7. Procter & Gamble
“It takes someone strong
to make someone
strong.” The “Thank You,
Mom” commercials touch
your heart every time.
FAMILY

8. 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

9. FEMINISMFEMINISM
2

10. These commercials
emphasize the power
of all women who
compete in a variety
of Olympic sports.
FEMINISMFEMINISM

11. 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

12. 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

13. 3
SHOW YOUR COLORSSHOW YOUR COLORS

14. What better way to
show support for
your country than
repping its colors?
SHOW YOUR COLORSSHOW YOUR COLORS

15. 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

16. 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

17. CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR
4

18. This popular trend
shows Olympic athletes
being motivated by
their younger selves.
CHILDHOOD MOTIVATORCHILDHOOD MOTIVATOR

19. 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

20. 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

21. Panasonic
CHILDHOOD MOTIVATOR
Brazilian soccer star
Neymar Jr. dribbles
through the streets of Rio
with flashbacks of his
childhood self.

22. FASTER THAN A SPRINTERFASTER THAN A SPRINTER
5

23. These brands
use Olympic
sprinters to
represent the
speed of their
products.
FASTER THAN A SPRINTERFASTER THAN A SPRINTER

24. 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

25. 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

26. 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

28. Check out our presentation on
10 Ways to Evict Creative Block.
Marketing and Public Relations

29. 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