(ATR) The IOC, ANOC and Olympic Solidarity held two days of seminars for National Olympic Committees to demonstrate ways to promote brands.
The first Olympic Marketing Seminars in 2016 were held Jan. 21-22 in Lausanne, Switzerland at the headquarters of the IOC.
The seminars were created after the passing of Olympic Agenda 2020 reforms that recommended the IOC provides NOCs with greater Olympic marketing knowledge to maximize sponsor engagement.
The IOC hosted three seminars in September 2015 with 71 participating NOCs.
The theme of the seminars are "understanding and creating a strong brand". According to the IOC, the participants "focus on understanding brand essentials and how to keep the brand alive between the Games". A total of 34 delegates from 25 NOCs participated in the seminars.
The NOCs that have yet to participate in the seminars will have two more opportunities to do so until the seminars conclude in February.
Coke Consolidates Marketing Plan
Coca-Cola is unveiling its new "Taste the Feeling" marketing campaign that seeks to unify the Coke brand with its lower-calorie soda options.
The campaign replaces the six-year "Open Happiness" campaign that began in 2009 and incorporates Diet Coke and Coke Zero products not usually featured in the company’s primary advertisements.
The revised strategy attempts to demonstrate that all the variations of Coca-Cola products are a single brand as opposed to competing products.
The campaign has already begun internationally in countries such as Chile, Russia and Spain. Coca-Cola is changing the packaging of its sodas in these countries to reflect the red original Coke on the top-half of cans and the variations on the bottom-half.
The global campaign is set to include 10 television advertisements as well as photos that will be used for print, online and billboard advertisements.
adidas AG Chooses New CEO
Kasper Rorsted is joining the adidas executive board effective in August. Rorsted will then take over as the company’s chief executive officer in October.
"[Rorsted] has extensive international management experience, having held positions with high-calibre companies such as Oracle, Compaq and Hewlett Packard," said chairman of the adidas AG supervisory board Igor Landau.
He will succeed former CEO Herbert Hainer who served as the chairman of the executive board since for the past 15 years. Hainer began working for the company in 1987.
"Herbert Hainer has done a tremendous job for the adidas Group," said Landau. "Under his leadership, adidas Group sales have tripled, net income and the number of employees have quadrupled, and the value of the company has increased from € 3 billion to € 18 billion."
KT Tape Becomes USOC Sponsor
KT Tape will support the United States Olympic Committee through the PyeongChang 2018 Winter Olympics as its official kinesiology tape supplier.
The athletic tape specifically designed for muscle, ligament and tendon pain relief will be made available to all Team USA athletes at each of the USOC Training Centers.
"KT Tape is proud to support the Olympic and Paralympic movements by becoming a licensee of the United States Olympic Committee for the next several years," said Greg Venner, chief executive officer of KT Health.
"We’re pleased to welcome KT Tape to the Team USA family, and know this product will be a great resource for the USOC sports medicine program and Team USA athletes," said Dr. Bill Moreau, USOC managing director of sports medicine.
Written by KevinNutley
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