Olympics marketing: dos and don'ts
Be creative: handing out branded Canadian flags gave Pepsi the edge over official sponsor Coke in the awareness charts for Vancouver 2010.
Get in touch with values: use the underlying values of the Games to promote an element of your brand, such as fair play, excellence or greenness.
Forget to check wording: even a sun cream advert using the phrase “Get bronze in 2012” could result in a fine, according to some interpretations of the Olympics Act.
Be too literal: mere use of words such as “gold” or “games” will not infringe the Act – only when used in certain combinations will they be seen as evidence of infringement.
Assume you’re out of the running: there are business opportunities for companies in every sector, and many contracts have been awarded to small companies, some with fewer than 15 employees.
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