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We live in a complicated world. Naively, I thought that the Olympics were only about sport. Once again, I was very naïve. Silly old me.
In London, there is a big debate about ambush marketing right now. As everybody knows, you have the official sponsors for the Olympics, such as Adidas and Coca-Cola. They had to fork out a hefty sum to be sponsors (Adidas paid in the region of £100m, according to a quick research on the web). But the organisers are worried that competitors, such as Nike or Pepsi for instance, will give flags or T-shirts to spectators. They might even pay them.  This practice is apparently called ‘Ambush Marketing”. As the Olympic committee has the responsibility to protect the commercial rights of official sponsors, it is not clear whether people will be allowed to wear whatever they want, especially if you wear Nike trainers or T-shirt displaying the brand of an official sponsor’s competitor. Ambush marketing will not be tolerated.
But where does it start? Where does it end? This promises to be interesting.
To make matters even more twisted, there has been a huge controversy around the choice of some official sponsors, such as BP for instance. As a result, BP’ Olympic ads have been splashed with oil on Crowmell Road (see the pics here). Protesters felt that BP, who was responsible for the Deepwater Horizon oil spill, was trying to rebrand itself as a “clean” company as an Olympic sponsor. The ads have now been cleaned and there is a 24/7 vigil to make sure that they will remain oil-free.
Don’t get me wrong: I can’t wait for the Olympics to start. We can’t stop whingeing that it will rain, that it will be a mess, but we tend to forget what the real point of the Olympics is, and I am growing more and more impatient to be part of the buzz and enjoy the unique spirit. I just hope that I will be able to get in despite the brand of my trainers!

Muriel – A French Yummy Mummy In London
  • Tout va bien mieux avec Coca Cola!

    Did I mention my cousin is Coca Cola’s Marketing Director UK with special responsibility for the Olympics!

    • Good for your cousin! That said, with all the marketing tricks, I feel completely out of touch!

  • For god’s sake don’t wear those trainers to the Olympics. They’ll insist you remove them in case a television picks up the brand and millions of viewers inadvertently get a sight of the logo of a non sponsor!

    Flip flops are safer (and handy in the rain).

    • That’s good advice. Flip flops it will be then…

  • Thanks for letting us “naive” people hear what’s going on the other side of the pond. I look forward to watching certain events on TV.

    • So do I ! I am sooo excited! Have you ever attended an Olympic events? BTW, finished your book and absolutely loved it.

  • It’s nice to be naive sometimes, isn’t it? To just live our daily lives pretending even for a few minutes that this world, the societies we live in, our not drowning in commercialism? Ahhh, what a life…. 🙂

    • Where did we go wrong, Joy? I sometimes wonder…

  • This reminds me of the market where I used to work on the weekends. Knock-offs were in great supply, so every once in a while the market would be raided by the knock off police to the chagrin of everyone who had their merchandise taken!

    • What a shame! I would have loved to go to such a market!

  • Its nice to be naive and don’t worry, you are excited about the Olympics! That is all!

    As for the world around us, it will always be surrounded by loud noises, you just need to shut them out! 😉

    • I will shut them out, Hajra, don’t worry. I can’t wait!!!!

  • So interesting, I had never thought of that!

    • It was a big craze over here. That said, nobody has been talking about it since the start of the games…I will be just fine!