Andy Murray's Wimbledon Win Sparks Patriotic Ads
Paul Maccarone — July 9, 2013 — Marketing
References: robinsonsdrinks & adweek
Andy Murray's Wimbledon win sparked patriotic waves all over the world on Sunday. From celebrations all over Twitter to ready-to-release advertisements hitting the air -- talk about being on the ball with confidence -- the British empire celebrated the historic moment.
Sporting events are some of the most powerful patriotic occasions. The encapsulation of these moments will transcend time, as whenever it's shown again, the emotions will come rushing back. Advertisers are catching on to the emotional associations that can be built between the product and these monumental events. Robinsons took advantage of Murray's Wimbledon win to both show their patriotic pride and attach it to their brand image.
With a saying like "Worth the wait, wasn't it?" -- referring to Murray's loss in the finals a year ago -- the inspirational moment truly hits home. All they need now is a commercial with Murray and a nice fresh glass of Robinsons juice, stating how it's the patriotic drink of choice.
Sporting events are some of the most powerful patriotic occasions. The encapsulation of these moments will transcend time, as whenever it's shown again, the emotions will come rushing back. Advertisers are catching on to the emotional associations that can be built between the product and these monumental events. Robinsons took advantage of Murray's Wimbledon win to both show their patriotic pride and attach it to their brand image.
With a saying like "Worth the wait, wasn't it?" -- referring to Murray's loss in the finals a year ago -- the inspirational moment truly hits home. All they need now is a commercial with Murray and a nice fresh glass of Robinsons juice, stating how it's the patriotic drink of choice.
Trend Themes
1. Patriotic Advertising - The use of patriotic themes in advertising campaigns to capitalize on significant sporting events and evoke emotional connections with consumers.
2. Emotional Branding - Brands leveraging emotional associations with monumental events to create stronger connections with their target audience and increase brand loyalty.
3. Celebrity Endorsements - Utilizing famous athletes like Andy Murray to endorse products and align them with the ideals of patriotism and success.
Industry Implications
1. Beverage Industry - Beverage companies incorporating patriotic messaging and imagery in their advertising campaigns to associate their products with national pride and celebratory occasions.
2. Advertising Industry - The advertising industry capitalizing on patriotic events and the emotional resonance they create to develop impactful and memorable campaigns for their clients.
3. Sports Apparel Industry - Sports apparel brands partnering with patriotic athletes and using their success as a platform to showcase their products and reinforce a sense of national pride among consumers.
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