Hasta La Creative!

Sponsors of the Sochi Olympics don’t seem to be experiencing the backlash that some had predicted over Russia’s anti-gay laws, new research suggests, and non-sponsor Chevrolet has achieved big boosts among gay and lesbian consumers by introducing a commercial showing gay families during Olympics coverage.

Lesbian and gay purchase consideration for Chevrolet has skyrocketed, according to YouGov BrandIndex, which says it conducts online polls of 4,300 adults each weekday from a representative sample of the U.S. population. Chevy’s perception and purchase consideration have barely moved among consumers more broadly, YouGov BrandIndex said.

No official international or U.S. sponsors of the Olympics have increased purchase consideration to a significant amount, YouGov BrandIndex said, but Chobani has increased its purchase consideration and positive buzz more than any other official sponsor. Chobani also grew word of mouth more than any sponsor but Coca-Cola, according to YouGov BrandIndex.

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