Best Marketing Strategies at the Paris 2024 Olympics
✅ 1. Bandit – The Unsponsored Project
Image Source: Bandit Running
What They Did
Bandit Running, a luxury sports apparel company, created unbranded gear for the Olympic Track & Field events as well as the trials in July.
Why?
Many athletes have sponsorship deals with brands, so when they make headlines for an outstanding performance, the brands they wear get significant visibility and recognition through the associated photos.
But some lesser-known athletes don’t have sponsorships and instead have to purchase their own gear. When these unsponsored athletes make headlines, they provide free advertising to brands that could have instead invested in a partnership.
Bandit sought to fix this problem by creating completely unbranded running gear for these athletes. By doing this, everyone wins:
- Athletes are empowered to show off their independence without giving free advertising to big brands, in order to get sponsorships from big brands in the future.
- Brands are able to easily identify unsponsored athletes to strike a potential deal.
- And lastly, Bandit Running gets recognition — because although the gear is unbranded, they build a loyal community of athletes who value and advocate for their brand, and interest in the news for their project which creates organic word-of-mouth promotion.
Key Takeaways for Your Brand
Silent Branding Can Work: Bandit Running’s approach shows that branding doesn’t always need to be overt. By forgoing logos on their gear they created a powerful, subtle impact that resonated with athletes and audiences alike. Silent branding can be just as effective, if not more, for building a strong, loyal following.
Make Your Audience the Hero: Your brand’s story is important, and your audience should be the hero. The focus on athletes rather than the brand itself allowed Bandit Running to create a narrative where the audience is the hero. This strategy not only empowered the athletes but also built a community that values and advocates for the brand, showing the power of putting your audience first.
✅ 2. Procter & Gamble
Image Source: P&G
What They Did
Procter & Gamble is a multinational consumer goods corporation who owns brands like Pampers Diapers, Ariel, Tide, and Downy Detergent, Bounty paper towels, feminine care products like Always and Tampax, Gillette Razors, Old Spice hair and skincare, and Pantene hair care products — just to name a few of their 80+ brands.
P&G’s marketing strategy for the 2024 Olympics went beyond traditional event sponsorship. In addition to supplying athletes with their usual branded products like soap, razors, toothbrushes, shampoo, and laundry essentials, P&G also created tailored experiences at the event to meet the athletes’ specific needs. For example, they hosted:
- The Village Nursery with Pampers — a nursery in the Olympic Village for mom athletes who brought their children to Paris. Diapers were provided for the “littlest athletes.”
- A salon with several of their brands including Pantene and Head & Shoulders for athletes to get groomed and pampered before their events.
- All inclusive laundry rooms provided with Ariel products.
- A dental clinic by Oral-B for general and emergency dental services — important for all athletes in competitive sports.
Key Takeaways for Your Brand
Address Practical Needs Beyond Product Placement: P&G’s approach to the 2024 Olympics went beyond traditional advertising by genuinely taking care of athletes’ needs. Notably, the Village Nursery was a thoughtful initiative that made a space for athlete moms to feel welcome and included, and demonstrated how addressing practical needs can create a deeper connection with your audience.
Focus on Subtle, Behind-the-Scenes Impact: By concentrating on the Olympic Village, a setting typically out of view for the average P&G consumer, P&G’s strategy allowed them to build a strong presence without the need for in-your-face advertising. This subtle, behind-the-scenes approach can be more effective in fostering goodwill and brand loyalty.
✅ 3. Airbnb
Image Source: Airbnb
What They Did
Airbnb, as a Worldwide Olympic Partner, has committed to a nine-year deal with the International Olympic Committee (IOC) aimed at reducing the environmental impact of hosting the Games. Instead of constructing new hotels, Airbnb’s initiative offers athletes, visitors, and officials the unique opportunity to stay in the homes of local residents.
Their campaign, ‘Host the World,’ promotes not just accommodation but an immersive cultural experience, where guests can share in the ‘culture, passions, and homes’ of their hosts.
This strategy not only aligns with the growing demand for sustainable travel options but also supports local economies by directly benefiting residents who host visitors.
By focusing on community-driven hospitality, Airbnb is positioning itself as a leader in sustainable tourism and strengthening its brand association with global unity and cultural exchange during one of the world’s most watched events.
Key Takeaways for Your Brand
Stay True to Your Brand and Values: Airbnb’s approach to the Olympics shows the power of staying authentic. Airbnb’s marketing strategy was to just be Airbnb: provide the ability for local homeowners to rent out their home to people visiting the city. They didn’t need to think outside the box or keep up with trends. Instead, they amplified their core mission, staying true to their brand values and resonating deeply with their audience.
Amplify the Voice of Your Mission: Airbnb’s ‘Host the World’ campaign highlights how effectively amplifying your mission can create a lasting impact. By offering an immersive cultural experience, they reinforced their commitment to sustainability and global unity, showcasing the importance of a clear, consistent message.
✅ 4. Louis Vuitton & the LVMH Group
What They Did
While high fashion and sports might seem like an unlikely pairing, the LVMH group—home to iconic brands such as Dior, Louis Vuitton, Chaumet, and Sephora—seized the Paris Olympics as an opportunity to blend luxury with athletic excellence.
Recognizing that Paris is synonymous with luxury and style, LVMH aimed to infuse the Games with an authentic Parisian feel, positioning themselves as one of the defining faces of the event.
Louis Vuitton played a pivotal role by designing the handcrafted trunks that housed the Olympic medals, as well as the special trunk for the Olympic torch, showcasing their renowned craftsmanship and attention to detail. These trunks were not just functional but also emblematic of the heritage and prestige associated with the Louis Vuitton brand.
In addition, Chaumet, the esteemed luxury jewelry house within the LVMH group, was entrusted with the design of the Olympic medals. Each medal was a work of art, incorporating a small piece of the Eiffel Tower within it, a nod to Paris’s most iconic landmark. This meticulous design choice reinforced the deep connection between the Games and the city’s cultural identity, ensuring that the Paris Olympics were not just a sporting event but also a celebration of French luxury and savoir-faire.
Key Takeaways for Your Brand
Showcase What People Love About Your Brand: LVMH masterfully showcased the craftsmanship and luxury that people associate with Paris, blending it seamlessly with the Olympic Games. This approach underscores the importance of highlighting what makes your brand iconic, particularly when it aligns with a larger cultural narrative.
Integrate Your Brand with Cultural Identity: By grasping the general perception of Paris and integrating it with their products, LVMH strengthened the connection between their brand and the city’s identity.
Focus on Heritage, Not Politics: LVMH’s strategy was to emphasize the luxury and heritage of Paris, avoiding forced political agendas. This approach allowed them to showcase their brand’s essence, connecting with audiences on a deeper, more emotional level.
Worst Marketing Strategies at the Paris 2024 Olympics
Let’s take a look at some of the biggest marketing fails at the 2024 Olympics.
⛔️ 5. Nike – “Am I A Bad Person” Campaign
Image Source: YouTube
What They Did
Nike, a prominent Olympics sponsors, launched a commercial and campaign titled “Am I A Bad Person?” for the 2024 Olympics. The ad was intended to highlight the intense dedication and sacrifices athletes make in their pursuit of excellence.
However, it quickly became controversial due to its portrayal of a cutthroat mentality, where athletes seem to question whether their relentless drive to win—at all costs—makes them “bad” people. Critics argue that this message starkly contrasts with the values of positivity, inclusivity, and teamwork that the Olympics are meant to embody. The ad, featuring some of the world’s top athletes, portrays scenes where ambition appears to border on selfishness, overshadowing the spirit of unity and sportsmanship.
Why It Matters
This controversy matters because it highlights the risks brands face when their messaging clashes with the core values of the event they are sponsoring.
The Olympics have long been associated with ideals of global unity, mutual respect, and the celebration of human potential. By focusing on a narrative that emphasizes individual ambition to the point of moral questioning, Nike’s ad may have alienated viewers who look to the Olympics as a beacon of inspiration and togetherness. Because at the end of the day, winning feels amazing, but not if it cuts down and undermines the people around you at all costs.
Key Takeaways for Your Brand
Ensure Consistent Brand Messaging: Your brand’s messaging should consistently reflect its core values and the values your audience expects. A mismatch between what your brand stands for and how it is perceived can lead to confusion or negative reactions.
Understand Your Audience’s Expectations: Take the time to deeply understand your audience’s values, preferences, and expectations. Messaging that resonates with one group might alienate another, so it’s crucial to strike the right balance to appeal to your target demographic.
Balance Intensity with Positive Messaging: While it’s important to highlight dedication and ambition, ensuring that your messaging also includes themes of positivity, inclusivity, and empathy can create a more well-rounded and impactful narrative.
⛔️ 6. Google Gemini – “Dear Sydney” Ad
Image Source: YouTube
What They Did
Google’s controversial ad for the 2024 Olympics featured a scenario where a parent suggests that their child use Google’s Gemini AI to write a letter to her favorite athlete. The ad was meant to showcase the capabilities of Google’s AI in assisting with creative tasks, but it quickly sparked outrage.
Critics argued that the ad undermined the authenticity of personal communication, suggesting that using AI to express admiration or gratitude could detract from the sincerity of the message. The ad was perceived as tone-deaf, particularly in the context of the Olympics, where genuine human connections and heartfelt expressions of support are highly valued.
Why It Matters
This controversy underscores the ethical considerations and public perceptions surrounding the use of AI in personal and emotional contexts. The backlash against Google’s ad highlights a broader societal concern about the increasing role of AI in areas traditionally seen as deeply human, such as expressing emotions or building relationships.
The Olympics, an event that celebrates human achievement and connection, may not have been the ideal platform for promoting AI in this way.
Key Takeaways for Your Brand
Respect Emotional Authenticity: When promoting technology, especially AI, be mindful of contexts where human emotion and personal touch are important. Avoid messaging that suggests AI can or should replace genuine human interaction.
Choose the Right Platform: Consider whether the context or event is appropriate for your message. The Olympics may not have been the best stage for promoting AI’s role in personal communication, given the event’s emphasis on human connection and authenticity.
⛔️ 7. Unauthorized Use of Athlete Images
Image Source: Pexel
What They Did
Several brands faced backlash during the 2024 Paris Olympics for using images of athletes without obtaining proper authorization or sponsorship agreements — notably, a lawsuit with Indian shooter Manu Bhaker.
These brands leveraged the athletes’ likenesses in their marketing campaigns to gain attention and capitalize on the athletes’ success without providing any financial or contractual compensation.
This practice — often referred to as “moment marketing” — not only violated the rights of the athletes but also breached the trust and ethical standards expected in marketing and advertising.
Why It Matters
In an era where consumers are increasingly concerned about ethics and fairness, missteps like this can lead to severe reputational damage.
By exploiting their images without consent of the athletes, brands not only harm the athletes financially but also damage their own reputation by appearing unethical or opportunistic. This controversy emphasized the importance of respecting intellectual property rights and the need for brands to engage in fair and transparent practices.
Key Takeaways for Your Brand
Value Relationships Over Short-Term Gains: When it comes to user generated content, building long-term, mutually beneficial relationships with influencers or other public figures is more valuable than exploiting their image for short-term gains. Ethical partnerships can lead to better brand perception and ongoing collaboration.
Engage in Ethical Marketing Practices: Uphold ethical standards in your marketing efforts. Consumers are increasingly scrutinizing brands for their business practices, and unethical behavior can lead to a loss of trust and loyalty.
Prioritize Transparency and Fairness: Ensure that all of your marketing practices are transparent and fair, both to your audience and to those you collaborate with. This approach fosters trust and can enhance your brand’s reputation in the long run.
⛔️ 8. The Olympic Opening
Image Source: Paper City Magazine
What They Did
It feels ironic to include the Olympics themselves in this article, but alas, the Olympic Opening was highly controversial. The ceremony was designed to be a spectacular celebration of French culture, innovation, and unity. Held along the Seine River, the event departed from the traditional stadium setting and showcased a blend of high-tech displays, artistic performances, and tributes to French history.
However, the ceremony faced widespread criticism for several reasons: many sexualized sections of the show prompted many parents to turn off their TVs to shield their children from inappropriate content; a controversial drag performance that an Olympic spokesperson confirmed depicted the Last Supper alienated Christian viewers; and despite Paris’s claims of hosting the most eco-friendly Olympic ceremonies ever, the event was slammed by climate activists and others for its excessive extravagance, appearing disconnected from the pressing issues of climate change and social inequality that challenge both Paris and the world.
The ceremony was seen by some as prioritizing showmanship over substance, with concerns that it set a tone of opulence that contrasted with the struggles many people face today.
Why It Matters
The controversy surrounding the Opening Ceremony highlights the delicate balance brands and events must strike between creating a “viral” show and staying connected to their audience.
For an event as globally significant as the Olympics, which is meant to unite people from all walks of life, consistently creating moments of controversy and absurdism for the sake of headlines can be perceived as out of touch and offensive. This can alienate audiences who expect large-scale events to reflect a sense of celebration with responsibility.
Key Takeaways for Your Brand
Know Your Target Audience: While it’s challenging to satisfy all 29 million viewers, knowing your core audience and their values is essential. The Olympic Opening Ceremony’s controversial moments underscored the dangers of alienating segments of your audience by prioritizing spectacle over respect for their beliefs and sensitivities.
Balance Spectacle with Substance: Creating a memorable experience shouldn’t come at the cost of substance. The Opening Ceremony’s focus on spectacle and absurdity, without grounding it in broader, unifying themes, made it feel disconnected and out of touch. A successful brand or event must balance showmanship with meaningful content that resonates with its audience.
Bringing It All Together
So who won gold in the 2024 Marketing Olympics?
The most impactful branding often comes from subtlety and staying true to your audience, rather than overt displays.
So much of the greatest marketing strategies at the Olympics were behind the scenes and more “hidden” rather than in your face traditional advertisements or commercials. Brands don’t need to spend thousands of dollars on commercials, instead they can find unique ways to market their products and brands in ways that get people talking. By finding unique and thoughtful ways to connect with audiences, they sparked conversations and built stronger, more meaningful relationships.
At Embark, we specialize in helping brands navigate the complexities of reputation management and consumer trust. If you’re looking to strengthen your brand’s connection with your audience and avoid common pitfalls, reach out to us today for a complimentary 30-minute consultation.
