With 100 Days Until Rio 2016, Brands Scramble to Adjust and Tailor Marketing Messages!

With just under 100 days till the opening ceremony in breezy Rio, I have to ask are you ready for it? Because as the entire world turns their attention to Rio, Brazil they will analyzes it's every move from the economy to security to the creativity behind its opening ceremony. The anticipation and planning is something that brands do in anticipation of huge returns on cross promotion with the Olympics as a brand and aligning themselves with the mission and culture of the games.

Procter & Gamble has leveraged the games and pledged a 10-year commitment to supporting the games. P&G started its campaign at the 2012 games in London and positioned itself to appeal to the women of the games. This particular advertisement is just a piece of a longer 2-minute version that appears online, while edited versions will be shown on TV across 30 markets.

In reference to the campaign P &G global brand officer Marc Pritchard said, "We see how strong mums are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to mums for the role they play in raising strong children."

Under Armour unveiled an Ad on March 8th depicting Micheal Phelps training for the games and ESPN has been rumoring who will be featured on the next Olympian Wheaties box star. People are talking and consumer goods are starting to transition to packaging in lieu of the famous five rings that represents one of the most recognized symbols in the world, traditionally each ring representing one of the five different areas of the world involved in the Olympics!

Marketing revenues is a major driver of all proceeds that the governing body of the Olympics collects, that is why it strictly monitors and regulates all branding communications of its logo and association with them. There are different levels of advertisers and sponsorship that play a hand in the game, and it is no surprise that Coke, Procter & Gamble, and McDonald's are some of the biggest. Some of these regulations include

banning unofficial sponsors from using words such as Olympics, and even "summer", "victory", and "effort" in some contexts. But the average consumer still might not notice much difference between official and unofficial ads, said David Abrutyn, executive vice president at Bruin Sports Capital, an international sports marketing firm.

Read more about the governing rules of the Olympics HERE