Wednesday, November 02, 2011

The 2012 Cadbury Chocolate Olympics have Arrived!


Today's post will be short and sweet.

As you might be aware, Cadbury is the main sponsor of the 2012 London Olympics.

Their marketers have unleashed the first wave of feel good marketing inviting all of England to record themselves singing tunes to inspire the athletes.

To start with there's already a YouTube channel, a Facebook page, and a Twitter account, but unfortunately I can't access them all being that I'm from Canada.

Now the Olympics might not seem like a health organization to any of you, and it's not, but it is publicly funded. Governments spend an absolute fortune hosting the Olympics and consequently it can certainly be thought of as a public (as in Government) private partnership.

Cadbury's going to take a wonderful ride on the emotional branding associated with the joy, majesty and excitement that makes up an Olympic Games, and I'm willing to wager here and now, Cadbury's 2012 sales, especially in England but likely the world over, will be the very best they've ever had. I'm also willing to wager that we'll be seeing special Cadbury chocolate medals around the necks of children.

So my question to you is this. Do you think it's a good idea for host countries to sell Olympic sponsorship rights to corporations like Coca-Cola, Cadbury and McDonald's, and in so doing help to fuel likely dramatic increases in the consumption of junk food and sugar in the name of televised sport?

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5 comments:

  1. Yah, But, they make the diet industry viable. Turn dollar, make the economy strong. Give us something to wail against.

    Those of us who have figured it out can live good and just watch the human abuse without being part of it.

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  2. As far as I know, host countries have little choice over most Olympic sponsors. The biggest sponsors (McDonald's, Coke, etc) are permanent sponsors, and basically a part of the Games themselves. I'm not sure what level of sponsorship Cadbury is providing specifically, but there's no way any host country could have a Coke-free Olympics.

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  3. j hacker1:10 pm

    the book five ring circus offers a good treatment of the Olympic scam

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  4. I don't put chocolate in same category as coke or McDonald's, and I don't think it's fair to do that. Many trim, fit people can eat a piece of chocolate and not get an all day habit (like coke drinkers) or consume thousands of calories (as in a McDonald's meal). I just would hate to see chocolate seen as a bad food.

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  5. I have always found it incongruous to have unhealthy food and beverages sponsoring the Olympics. The athletes certainly didn't get to be at an Olympic level by eating fast food, drinking soda and eating chocolate.

    I agree with Angela that chocolate is not a bad food, if it is eaten in small amounts as you say. But most Cadbury chocolates are more sugar than chocolate, and I don't think most people stop after one piece. Plus, the Olympics can do a better job setting an example of what foods and drinks promote health and athletic performance.

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