{"id":9356,"date":"2022-01-28T07:30:58","date_gmt":"2022-01-28T07:30:58","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9356"},"modified":"2025-05-08T09:44:13","modified_gmt":"2025-05-08T09:44:13","slug":"the-best-2022-beijing-winter-olympics-advertising-campaigns","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/the-best-2022-beijing-winter-olympics-advertising-campaigns\/","title":{"rendered":"The best 2022 Beijing Winter Olympics advertising campaigns"},"content":{"rendered":"

From Coca-Cola to P&G, brands have been creating tailored campaigns for the Beijing Winter Olympics that incorporate Chinese elements. Juliette Pitt<\/strong> looks at some of the most popular 2022 Winter Olympics campaigns so far<\/h2>\n

Both the summer and winter Olympics are a unique chance for a country to show off its infrastructure, culture and sporting ability on a world stage with millions of international viewers. For global consumer giants and even some smaller companies, it also offers substantial marketing opportunities.<\/p>\n

The Games are a showcase for its key sponsors including Intel, Procter & Gamble, Coca-Cola and Toyota. Since China is the world\u2019s second-largest economy, the lucrative market presents immense opportunities for domestic and international brands to go beyond their usual reach.<\/p>\n

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Key campaigns from the 2022 Winter Olympics<\/b><\/span><\/h4>\n

One of the longest-standing partners of the games is Coca-Cola. For this year\u2019s Winter Games, Coca-Cola launched a light-hearted campaign focusing on environmental sustainability. In the commercial, ordinary people are shown as if they were participating in Winter Olympic sports such as curling and ice hockey as they throw their used bottles into recycling bins. Set-in real-life scenarios with a sports voiceover, the campaign calls on people to recycle more. Coca-Cola\u2019s \u2018bottle throwing\u2019 campaign received a lot of positive feedback, and by fusing the Olympic Games together with actions people can take to help protect the environment, the company has managed to hit two of the government\u2019s favourite topics in one campaign.<\/p>\n

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Coca-Cola’s Winter Olympics campaign imaged real-life scenarios as winter sports, aiming to encourage recycling<\/p><\/div>\n

Procter & Gamble (P&G) also took a slightly comedic approach. To mark its Super Brand Day on Tmall, P&G launched a short film of a primary school student dreaming of competing in the Winter Olympics. Living on the island of Hainan where it never snows, the boy discovers inventive ways to ski but becomes discouraged. His teacher notices his disappointment and helps to assemble the first-ever Winter Olympics event on the beach. There are subtle product placements throughout the ad, with the characters using P&G products such as Crest toothpaste and Tide laundry detergent.<\/p>\n

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P&G’s campaign took the Winter Olympics to Hainan<\/p><\/div>\n

Other big brands, such as Nike, have managed to embed ice and snow sports into their adverts for Lunar New Year in anticipation of the Winter Olympics. Domestic brands are also jumping on the bandwagon. One notable example is dumpling brand Wufangzhai, which released an advert showing a family competing for the last glutinous rice ball in a bowl as if they were playing ice hockey.<\/p>\n