Alison Head of Projects
The Rio 2016 Olympics are in full swing, and the gold medals are rolling in for what is proving to be another brilliant year for Team GB. But behind the medals, cheer and winning smiles, us marketeers have noticed something else: foodies jumping on the Olympic bandwagon. From supermarkets to fast-food franchises, there’s no getting away from it. To offer a little insight, we’ve undergone our own research to see what the brands are offering, and whether or not they’re doing it successfully.
KFC
Not the brand you’d probably associate with athleticism, KFC have created Rio BBQ Bites as part of their Olympic strategy. As they’re not an official sponsor of the games, KFC are pretty tied when it comes to mentioning Rio 2016 or the Olympics specifically, and have had to be creative when it comes to their wording. With the line ‘discover the explosive flavours of Brazil’, they have carefully connected their product to not only the overarching theme of the Rio Olympics, but also the summer season. Their ads are full of flamboyant, exotic colours and delicious food – the perfect way of staying relevant without straying too far into the Olympic world of sponsorship rules.
Coca Cola
As an official sponsor of the Rio 2016 Olympics, Coca Cola is a brand that you’ve probably seen a lot of in recent weeks. Their current campaign, #ThatsGold, is all over social media (and probably your TV), with ads featuring archival footage from past Games as to cement their role as the Olympics’ oldest sponsor.
On top of the digital and televised advertising, Coca Cola are also running their own Olympic stadium in Rio, where they’re hosting live music and athlete appearances in a chilled out setting – oh, and not forgetting the ice cold Cola on demand!
innocent Drinks
Just before the 2012 London Olympics, innocent teamed up with Coca Cola to become one of the Games’ leading sponsors, with them becoming the official smoothie of Rio 2016. However, it’s not their sponsorship that’s caught our eye this Olympics, it’s actually their social activity. From funny comments about man buns in the gymnastics event, to tiny speedos in the diving and even horses dancing along to Kanye West, their involvement in the Olympics has been seamless.
It’s no surprise that innocent have been hitting the social ball out of the park, but when you consider their stance as an official sponsor, they’ve been clever not to change their infamous style, something that other brands have been guilty of.
Marks & Spencer
One of our favourite examples of clever marketing in the food industry is Marks & Spencer (M&S), who developed their ‘Spirit of Summer’ range just in time for the Rio 2016 Olympics. Based on the flavours and cultures of the Americas, they’ve created an entire range of food and content that inadvertently links their brand to the Games. From inspiring recipes on their website, to the carnival-inspired, colourful displays in-store, they’ve ensured that their brand has stayed relevant without breaking any of the strict advertising guidelines set by the Olympics. Our only issue? That their delicious summer salads will soon disappear once autumn sets in.
Going for gold
Since the days when even a single mention of the Olympics cast you aside as one of the golden rule breakers, Olympic advertising has come a long way. We’re impressed by the ways brands have stayed relevant, and can’t wait to see how they continue to grow in the future.
Got a brand that you’re impressed by? Share with us on social using the hashtag: #SummerBrands.
