Alexandre Bilodeau won Canada’s first ever Olympic gold medal on home soil on Day 3 of the Vancouver 2010 Olympics, which company will put his face on their products first?Similar to the Wheaties strategy in the USA, Canadian companies will likely jump quickly to secure Bilodeau’s services as a spokesperson for their products. From financial services, to sweatshirts, to flying through the air care-of a special, grease-infused breakfast sandwich, adding a little bit of gold to any marketing push can wield great results.
However, there are two sides pointing against this quick, opportunistic strategy. Firstly, it could be very expensive to get Bilodeau, or other Canadian champions, to speak on your behalf. I’m guessing he won’t be pitching Subway’s new 6-inch fake-meat wrap for free.
Secondly, if the public sees a company blindly jumping on the bandwagon (on which room is quickly becoming scarce) the move could backfire and cause people to question a company’s motives, ethics, quality of service, or colour of logo, I think.
The Michael Phelps’ and Tiger Woods’ of the world have caused sponsors to look more closely at who they tie their brands to in the public space. After all, if Bilodeau has skeletons in the closet they will soon come out.
But who cares. This is an opportunity for Canadian companies to showcase a Canadian athlete and see if some of that golden lustre can rub off on their next revenue report.
Do you believe? (in Olympic tie-in advertising)
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