See What Adidas, Powerade and Other Marketers Are Doing in Rio This Week
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Olympics ads are everywhere in the world right now, but for some marketers’ messages, you have to be on the ground in Brazil. Here’s a look, from coverage by Ad Age’s editorial partner in Brazil, Meio & Mensagem, at what you would see if you were in Rio de Janeiro this week.
Coconut water is a popular beverage in Brazil, often sipped through a straw from a coconut shell on a Rio beach. Official sponsor Adidas teamed up with Rio juice brand Do Bem to produce a limited edition coconut water drink to hand out to athletes at Runbase Adidas, a space for runners at the Games; it’s also on sale in 200ml and one-liter sizes in a few stores in Rio and Sao Paulo.
Another sponsor, Coca-Cola Co.’s Powerade sports drink, partnered with WPP-owned agency David and ESPN Brasil to introduce PowerStats, an analysis of the day’s performances and statistics by a 20-person team based at ESPN. An 11 p.m. nightly broadcast on ESPN’s SportsCenter will be complemented by a PowerStats website and social media posts.
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