Olympic Reactive Marketing - Brands That Nailed It
As the world came together to watch the Olympic Games, brands across the globe seized the opportunity to engage audiences through clever, reactive marketing. This year, we’ve been particularly impressed with some standout campaigns - here’s a look at a few of our favourites…
Rimowa
Rimowa’s Olympic-inspired ad merges travel and sport by featuring two of their suitcases. The ridges on the suitcases mirror the lanes of a running track and a swimming pool, creatively blending the brand’s design with the precision of the olympics. This ad subtly conveys that, just as athletes rely on top-tier gear for success, travellers can trust Rimowa for durability - making it a memorable example of effective reactive marketing.
Quaker Oats ‘Champions aren’t made on croissants.’
Quaker Oats’ reactive olympic marketing ad, "Champions are not made on croissants," is a witty and impactful reminder of the importance of nutrition for athletes. By contrasting their wholesome oats with a buttery croissant, Quaker Oats positions their product as the choice of champions, emphasising that real, sustained energy comes from nutritious food, which also reinforces Quaker’s brand values.
Nike ‘Winning isn’t for everyone.’
Nike's ‘Winning Isn't for Everyone’ olympic campaign highlights that real success comes from the hard work and dedication athletes put in - it’s not just about winning medals. The video celebrates the determination behind every athlete's journey, reflecting Nike's message that effort is what truly matters.
Jacquemus
The Jacquemus Olympic marketing campaign was a bold mix of luxury and athleticism. This consisted of using their bags as hurdles, and a tennis player in Jacquemus laying on a tennis court. This campaign highlights Jacquemus' ability to join in with olympic trends whilst remaining true to their brand. This is a great example that a simple approach can be very effective if done correctly!
Overall, it’s clear that successful olympic reactive marketing lies in the ability to connect with the moment while staying true to the brand. We’re already looking forward to seeing how brands will continue to engage with audiences for the rest of the paralympics!
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