What Is Your Favourite Throwback Sponsorship Pick?
6 minute read
- MKTG Canada team members share their thoughts on sponsorship campaigns and advertisements that resonated with them growing up.
- Selected campaigns from team members highlight brands which brought an innovative approach to sponsorship and successfully reached their target demographic.
- Picks include campaigns from Dela, Budweiser, adidas, and more.
It's Flashback Friday - MKTG members Emilia Holm Adams, Matthew Soteroff, Stefania Constantini and Rachel Stark get together and discuss their favorite past sponsorship deals, why it appeals to them and how it has made an impact within the industry.
A sponsorship from my childhood I vividly remember is a campaign by Dela in Holland. Dela is a funeral insurance company which partnered with the Dutch national volleyball team. Initially, I felt it was odd for a company which was involved in the funeral service industry to associate themselves with a youthful sport like vollyball. However, Dela leveraged their sponsorship to communicate a large brand campaign around bringing people together, which included the tagline “Why Wait Until It’s Too Late. Say Something Wonderful Today”. The campaign encouraged people to tell their loved ones how they felt about them at odd places such as stadiums and sporting events, highlighting the personal connections that can be made when people come together, before it’s too late. The brand had an opportunity to communicate a belief that sporting events like volleyball can be a catalyst for connection, filming these moments and publishing them for the world to see. This improved Dela’s brand image considerably. Today, the brand now dominates the volleyball sponsorship space in Europe.
This ad originally debuted in December 1999, but became a mainstay in popular culture when a subsequent ad was aired during the Super Bowl of February 2000. The ad depicts a series of friends greeting each other over the phone with their group’s catchphrase, “Whassup?!” and concludes with the brand’s tagline, “True.” Budweiser’s “Whassup?!” Super Bowl ad quickly entered the cultural lexicon and was a meme before memes existed, as it was parodied in Scary Movie and the hit TV show, “Friends.” The ad was also very ahead of its time, as it directed consumers to Budweiser.com where they could learn to say, “Whassup?” in more than 30 languages.
While both extremely humorous and memorable, the ad also helped Budweiser tap into a more youthful demographic. It also was instrumental in developing shades of the Budweiser and Bud Light brand that can still be seen today in their current NFL-related ad campaign, “Famous Among Friends” which depicts male buddies expressing their love for one another in their own special language. The ad was certainly a success for Budweiser, personally, providing my friends and I with a unique way to say hello to one another all throughout middle and high school.
I grew up in Venezuala and adidas has been a proud sponsor and uniform provider of the Venezuelan National Soccer Team since 2005. In 2012, the brand launched its first TV spot demonstrating its support towards the team and positioning in the South American country with its campaign “Venezuela Is All In” campaign. The ad shows how a young boy wearing Brazil’s soccer team jersey travels all the way from his house in Venezuela to Kaka’s Rio de Janeiro home with the purpose of abandoning his foreign admiration to follow his true passion – the colors of his country. This TV spot was launched while World Cup qualifying games were taking place and prior to the American Cup, to encourage untouched fans who usually supported Brazil, Argentina or a European team to support the national talent and feel proud of being Venezuelan. Adidas honored passion, connected to the national identity, and created an emotional connection to consumers, strengthening adidas’ position in the passionate South American market.
The “got milk?” campaign stands out as an iconic partnership between the U.S. milk processors and dairy farmers and a variety of well-known celebrities since the early 1990s. The simple, but visual campaign with the milk mustache reached a wide audience, depending on the celebrity that was leveraged. Spanning over two decades, the campaign has featured countless celebrity endorsements including Doug Gilmour, Jessica Alba, Elton John, Jennifer Aniston, Tom Brady, and Dwayne “the Rock” Johnson (to name a few). Thanks in part to the use of celebrity endorsers, and a simple tagline for a simple product, the "got milk?" campaign has become one the most iconic taglines in marketing history.