Blog
The 2024 Paris Summer Olympics are upon us! The Olympics one of the world’s greatest traditions, where athletes from every corner of the globe come together to represent their nations, competing on the highest level. The summer games are watched by millions around the world every four years, which makes it a huge marketing event for businesses that want to build their brand on a global scale.
In an effort to reach this global audience and grow their brand, marketing teams search for the most effective strategies to present their products in a way that can be well-received around the world. There are many great examples of how sponsors of the Summer Olympics tailor their marketing strategies, integrating many aspects of foreign culture to their campaigns. Here are a few…
Proctor & Gamble (P&G) and Coca-Cola
P&G’s “Thank You, Mom” campaign and Coca-Cola’s “Taste the Feeling” campaign are exemplary cases of Olympic advertisers using family and emotion to create powerful marketing schemes. P&G’s campaign emphasizes the universal theme of parental support, particularly the pivotal role mothers play in the success of athletes. By showcasing heartwarming stories and commercials that highlight the sacrifices and support provided by mothers, P&G taps into deep-seated emotions, fostering a sense of empathy and loyalty among viewers. This strategy not only reinforces P&G’s brand values but also creates a strong emotional bond with the audience, associating the brand with the cherished concept of familial love and support. Similarly, Coca-Cola’s “Taste the Feeling” campaign leverages everyday moments of happiness and togetherness to evoke positive emotions. The campaign’s advertisements, featuring diverse groups of people enjoying Coca-Cola in various settings, underscore the joy and unity that come from sharing a Coke.
By aligning its brand with these universally relatable experiences, Coca-Cola connects with viewers on an emotional level, promoting the idea that its product brings people together across different cultures. Both campaigns demonstrate how Olympic advertisers successfully use themes of family and emotion to enhance brand recognition and create lasting connections with a global audience.
Aligning with Popular Athletes
Aligning with popular athletes who have a global following is a highly effective strategy for sponsors. These athletes serve as brand ambassadors, promoting the sponsor’s products and values through their personal stories and achievements. P&G has been particularly successful in this regard, sponsoring well-known athletes from various countries and featuring them in advertisements and social media campaigns. These partnerships not only boost the brand’s visibility but also create a personal connection with fans who admire these athletes. For example, P&G’s campaign featuring Olympic swimmer Michael Phelps highlighted his journey and struggles, resonating deeply with viewers and strengthening the brand’s association with perseverance and success.
Investing in Legacy Projects
Sponsors like Coca-Cola and Samsung also invest in legacy projects that benefit host cities and communities long after the Olympics have ended. These projects include building infrastructure, supporting local businesses, and promoting sustainability initiatives.
Both strategies—partnering with high-profile athletes and investing in legacy projects—demonstrate how Olympic sponsors leverage national pride to enhance their marketing schemes and appeal to a worldwide audience. By aligning with athletes who are celebrated in their home countries, sponsors tap into the deep sense of national pride that fans feel towards their sports heroes.
This connection is particularly potent during the Olympics, when national pride is at its peak. When an athlete from a specific country is featured in a campaign, it not only boosts the athlete’s personal brand but also strengthens the emotional bond between the sponsor and the local audience. Meanwhile, by investing in legacy projects that benefit host cities, sponsors like Coca-Cola and Samsung show their commitment to supporting and uplifting the communities that host the Games. This fosters goodwill and enhances the brand’s image as one that cares about social responsibility and long-term development, further amplifying national pride and leaving a lasting positive impression on the global audience.
Overcoming Adversity
Olympic advertisers have masterfully used the theme of overcoming adversity to market their brands to a global audience, creating campaigns that resonate deeply with viewers. Toyota’s “Start Your Impossible” campaign highlights the stories of Olympic and Paralympic athletes who have overcome significant challenges, focusing on determination, equality, and human potential.
By rolling out the campaign in multiple languages and featuring athletes from various countries, Toyota ensures broad relevance and impact. Bridgestone’s Olympic campaign, “Chase Your Dream, No Matter What,” features athletes from different countries sharing their personal stories of perseverance and dedication. This campaign showcases the universal pursuit of dreams and excellence, connecting deeply with audiences worldwide by highlighting athletes from diverse backgrounds. Samsung’s “Do What You Can’t” campaign focuses on empowering people to defy barriers and achieve their dreams. It features inspiring stories of athletes and ordinary people who have accomplished the extraordinary, reflecting Samsung’s commitment to innovation and breaking boundaries. By adapting the campaign for different regions to reflect local languages, cultures, and values, Samsung ensures its message remains relevant to a global audience.
Alibaba’s initiative, launched as the official e-commerce and cloud services partner of the Olympics, celebrates the power of small businesses and individuals. The campaign features stories of small businesses around the world that have made significant impacts, aligning with the Olympic spirit of achieving greatness. By highlighting diverse stories from different countries, Alibaba connects with a global audience and showcases its support for entrepreneurship and innovation. These strategic approaches not only enhance the global appeal of these brands but also reinforce their association with the inspirational themes of overcoming adversity and achieving success against the odds.
Conclusion:
The Summer Olympics provide an unparalleled platform for sponsors to connect with a global audience, leveraging the universal appeal of sports and the powerful emotions they evoke. Through thoughtful and strategic campaigns, sponsors like Procter & Gamble, Coca-Cola, Toyota, Bridgestone, Samsung, and Alibaba have effectively used themes of family, emotion, national pride, and overcoming adversity to resonate with viewers worldwide.
By showcasing heartwarming stories, aligning with beloved athletes, investing in community legacy projects, and celebrating the spirit of determination and innovation, these brands have not only enhanced their visibility but also forged deep emotional connections with their audiences.
These marketing efforts underscore the profound impact of the Olympics as a global event and highlight the creative strategies that enable sponsors to leave a lasting impression on a diverse and expansive audience. As future Olympic Games continue to captivate the world, sponsors will undoubtedly keep innovating their approaches to harness the unique power of this international spectacle, uniting people across cultures and borders through shared values and inspirational narratives. Enjoy the 2024 games!
