Gold Medal Opportunities

15 08 2008

Allison Stulpin
astulpin@igpr.com

There is little doubt in my mind that many Americans have spent the last week at work in a blurry-eyed state due to the Olympic games, and who can blame them? With athletes like Michael Phelps, Nastia Liukin, Kerri Walsh and Tyson Gay, it’s likely that if you’re not watching you will be missing the latest record being pulverized or a come-from-behind victory accomplished with a fingertip by the best in their sport.

With all of this viewing comes prime opportunity for advertisers to push their products and peddle their services to the blurry-eyed masses through traditional avenues, but with a twist. While Americans are used to the media blitzkrieg that occurs during special events like the Superbowl and the Olympics, the Chinese are not. Despite being listed in the number two spot for the largest advertising markets, China is virtually untouched by Western product placement, and this makes the Chinese market the gold medal of advertising opportunities.

Dick van Motman, the chief executive of the Chinese division of DDB Worldwide, believes that in order for global companies to succeed they must “reinforce their image; align themselves with the China dream; and align with China entering the world stage.” Pepsi heeded this and seized on this once-in-a-lifetime opportunity. Pepsi began its commercial blitz in China months before the opening ceremonies, and like many advertisers looking to flatter their hosts, Pepsi rolled out its limited edition “Go Red for China” pop cans’ advertisement. While this ad played to the pride of China’s people, it also pushed the product into a fresh market of willing consumers, catapulting Pepsi’s global status as well as its economic projections.

Pepsi was not the only company to heed van Motman’s statement, and a slew of ads have made their debut in a country ripe for this infusion of western-style product placement with a Chinese flare. I have included a few ads below for your viewing pleasure. Happy viewing!

McDonalds  – Crouching Tiger Hidden Dragon
Coca Cola 2008 Olympic Yao Ming Torch Relay TV commercial
Olympics Visa TV Commercial

Advertisements

Actions

Information

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s




%d bloggers like this: