After a yearlong postponement and much uncertainty, the Summer Olympics were held this year in Tokyo and rekindled the familiar feelings of excitement and patriotism that surrounds Olympic competition. Not only were sports like gymnastics and swimming back this year for fans to enjoy, but also iconic advertisements and sponsorships. This year’s Summer Olympic games were expected to earn almost $3 billion dollars in sponsorships as brands ran new campaigns to reflect the current social climate while also generating excitement for the long-awaited games. Here are 5 brands that certainly won a gold medal for their Olympic advertising campaigns.
Coca-Cola “I Belong Here”
A long-time sponsor of the Olympic Games, Coca-Cola partnered with the International Olympic Committee to create the “I Belong Here” digital platform to introduce Gen Z to the Olympic Games as well as promote diversity and unity. Brad Ross, VP of Global Sparts & Entertainment Marketing and Partnerships at Coca-Cola, stated, “Our ambition is to extend beyond traditional ‘Presented by Coca‑Cola’ digital marketing efforts and create a collaborative, always-on platform. ‘I Belong Here’ is an articulation of our longstanding partnership and an invitation to the rest of the world to embrace these values.” Brands can learn from Coca-Cola that forgoing a traditional method and opting for an interactive and meaningful campaign positions your brand in a more authentic light.
Procter & Gamble “#LeadWithLove”
To further its campaign theme of “Thank You, Mom” from past Olympics, Procter & Gamble debuted two short videos as part of its #LeadWithLove campaign this year. “Love Leads to Good” salutes the parents of Olympic athletes for supporting their athletic careers while also raising them to be good people. “Your Goodness is Your Greatness” shows Olympic and Paralympic athletes who showcase acts of kindness and humility in their everyday lives. The campaign used sentimental elements to connect with its audience while also reiterating that Olympic athletes are humans just like everybody else.
This year, risks associated with the Covid-19 pandemic meant that spectators, including families of athletes, would not be allowed at the Olympic Games. Samsung released an advertisement showing how athletes and fans alike can still feel connected to each other by using Samsung devices. Samsung shows how brands can subtly promote their products while also delivering a message of unity and support.
Nike “Best Day Ever”
As part of its “Play New” campaign, Nike highlights the anticipation for the endless possibilities that tomorrow brings in “Best Day Ever.” The advertisement features a variety of athletes including Shelly-Ann Fraser-Pryce, Diede de Groot, and A’ja Wilson, and “speaks to the notion that we can create a better future, for all athletes, through the joy of movement and play.” Through demonstrating how sports can be a catalyst for change, Nike does an excellent job of using a common theme to inspire its audience and customers.
Facebook “Longboard Family”
Facebook celebrated skate boarding’s Olympic debut with a visual love letter to the sport while also promoting its own feature, Groups. The advertisement showcases the grassroots nature and emphasis on community of the sport of skateboarding just in time for the first Olympic skateboarders to compete in the games. Through this ad, Facebook shows how brands can promote new features and innovations by connecting their brand with something else new and exciting.
Victoria Evans is an Assistant Account Executive at Flackable, an award-winning public relations agency representing financial and professional services brands nationwide. To learn more about Flackable, please visit flackable.com.