Brand Police Use Duct Tape at 2014 Olympics

Brand police are in full force at the  2014 Olympics with duct tape.  They are using opaque tape to cover up logos of non-endorsed brands in compliance with Olympics’ Rule 40, which prevents non-official Olympic sponsors from advertising or marketing their products or services before and during the Olympics.

Associated Press staffer Mark Davies tweeted an image of a journalist having his computer logo taped over by an Olympics staffer. The laptop clearly wasn’t of the Samsung brand, which is an official sponsor of the Olympics.  “Olympic workers are swooping on reporters sitting in competition venues with Apple laptops, and hastily taping over the iconic logo with duct tape,” he wrote. “In fact, any laptop that isn’t made by official sponsor Samsung is likely to face an Olympic cover-up.” Davies also witnessed a Mercedes with its logo covered up since the official automotive sponsor of the games is Volkswagen.


Ambush marketing is a big concern for the International Olympics Committee.  Police (sans duct tape) and roaming the streets to stop counterfeiters from selling fake goods and making sure fans’ social posts aren’t commercial.

B.C’s Better Business Bureau says a recent search came up with nearly 6,000 Sochi 2014 Winter Olympic items for sale on eBay that include some obvious frauds.

Items for sale included sweaters, jackets, mitts and a Sochi 2014 Olympic torch selling for $7,000. The BBB says many of these items were authentic, but some were not.

It says it’s difficult to guarantee that items online from third parties are actually official, so is issuing a warning about scammers trying to cash in on Olympic fever.

How come no one came up with Olympic-branded duct tape?


Food Brands Push Energy

Food marketers are applying a lot of power to push energy.  The marketing of cereal, snacks, shakes and even dog food is pushing energy as a selling point big time.

PepsiCo-owned Quaker is among the most aggressive brands trying to capitalize the appeal of newfound energy.  Their new campaign includes a TV ad showing people nodding off on buses, at work and at home, and encourages people to fight the “human energy crisis” with the “good energy of Quaker” and its array of oatmeal-based products, from bars to hot cereal. The ads are by the Chicago office of BBDO, which is coincidentally known as Energy BBDO.


“What makes a modern mom different their parents’ generation is they embrace the chaos,” said Quaker Chief Marketing Officer Justin Lambeth. “They are not looking for the escape moment,” he added, but want a good energy source to get them through the day.

The campaign includes a microsite that tallies the nation’s energy level in real time by tirelessly scouring Twitter for terms like tired, awake, alert and exhausted.

Quaker reportedly has the energy to publish a quarterly “Human Energy Index” with Mashable that summarizes findings from the site.  The publication will even show stats state by state.  Louisiana is noted as the most exhausted state, followed by Mississippi, Hawaii, Alabama and Delaware.



Crest Rolls Out Chocolate Toothpaste

To the delight of children everywhere, Crest has decided to roll out chocolate toothpaste.  The new Mint Chocolate Trek flavor is part of Crest’s tasty Crest Be line of new tantalizing flavors. Come on.  Why wouldn’t you want to brush your teeth with dessert?

Procter & Gamble has had a bumpy ride over the past few years. Persistently sluggish growth in the world’s developed economies has squeezed middle-class budgets, and P&G’s bottom line has suffered accordingly. Now, the hygiene giant plans to strike back by unleashing a new product line of “adventurous” products, including one that is sure to delight hygiene-averse children all around the world: mint chocolate-flavored toothpaste.


The new toothpaste, which is adventurously titled “Be Adventurous, Mint Chocolate Trek,” is aimed at reinvigorating the middle-class consumer base that used to comprise the reliable core of Procter & Gamble’s sales. But lest you think that P&G is betting the farm on one cocoa-infused novelty toothpaste, Mint Chocolate Trek is just one in a long list of innovative new products.

These include new tooth-whitening strips, diapers, shampoos, and other radically-named toothpastes (Vanilla Mint Spark, Be Inspired, Be Dynamic, etc.) that seem designed to force competitors to step up their game. Being minty fresh, it seems, is no longer a remarkable distinction for a toothpaste.

So far, P&G’s ambitious strategies have helped it weather the storms of low demand: overall sales increased by 3 percent in the last quarter. As for Mint Chocolate Trek, it is slated to start hitting stores sometime next month.