|Challenge: Break into a new market by repositioning beverage as “choice” of athletes
A major beverage company wanted to market one of their products as the drink for athletes; however, they had no previous association with athletics or sports drinks. The company hoped to tap into a previously overlooked market, and expand their business and profit margins at the same time.
Solution: High profile promotional products to create buzz surrounding their drink
The company decided that they needed to go all out on the marketing. They chose to use the Olympic Games as the starting point for their new product’s marketing campaign. This was an obvious choice given their desire to be viewed as the drink for the athletes. To really get the message out and overwhelm the competition, the beverage company provided every athlete attending the Olympic Games with gear featuring the company’s logo. The merchandise was desirable to athletes, while also being highly visible to spectators. 17,000 gift bags filled with promotional backpacks, t-shirts, and hats were distributed to athletes.
Result: Thousands watching the Olympics associate company’s product with athletes
Athletes were seen wearing the company’s logo during the Olympics, and the promotional marketing was viewed as a huge success. The company was able to associate its products with athletes and athletic competition. The company plans to continue giving promotional products to athletes.
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