2008 Olympics-related advertising could reach $4 to $6 billion and a record 63 global companies have become official sponsors according to the New York Times (you can follow the link to learn about Coke's Olympic sponsorship). What's the draw for this kind of widespread interest and deep pocket investments? The largest consumer market in the world - China.
Every company wants a chance to expand its presence in China where over 1 billion people reside. While many global brands already have a stronghold in Chinese cities, they want to get a bigger piece of the pie and still more companes are trying to get their feet in the door.
The primary messages used in Olympic-related ads from global brands seem to say little more than, "we love you China." Chinese athletes are often featured, including hurdler Liu Xiang who has appeared in 16 different branded commercials.
It makes you wonder why these companies couldn't come up with an original concept or message to speak to the Chinese audience. With so many sponsors and such a big advertising investment, will any brand actually stand out from the crowd?
What do you think?
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