What were you doing one year ago today?
This is one of the few occasions where I can truly answer that question with no hesitation; I was at Canada Hockey Place (now Rogers Arena (formerly-formerly GM Place)) basking in the glory of the Team Canada Men’s hockey team beating down on their rival Team Russia in a statement game at the Vancouver 2010 Olympics.
It is hard to believe that one year ago, Vancouver’s streets were filled with the olympic spirit that most of us absolutely loved and have missed dearly since February 2010. Marketers have clearly clued in that the people of Vancouver, and Canadians in general, are wanting to relive these feelings of joy as, one full year later, they are focusing their advertising efforts to capitalize on this trend of Olympic memories. We are once again seeing some of those athletes who were heroes for those amazing two weeks (i.e. speed skater Clara Hughes endorsing Bell’s effort to battle depression and Cold-FX).
The idea for marketers is that, with all the buzz around the one-year anniversary in the form of many media outlets, such as various televsion shows putting on specials to highlight these memories, these athletes and these moments have once again become relevant in our lives and that we will aspire to relive them in any way possible.
-I know I bought my red mittens the second I saw my idol Wayne Gretzky light the cauldron while wearing them and I also know I have been bringing them back out this week as I also know I’ll be wearing my Team Canada Sidney Crosby jersey on February 28th to celebrate the one-year anniversary of the “Golden Goal”.
I don’t think I’m the only one with Vancouver 2010 on my mind one year later (although I’m probably a little extra obssessed) and companies are trying to cash in on this. Gatorade has targeted their latest campaign to those (like myself) who have dreamed of doing exactly what Sid the Kid did on February 28th 2010. Heres Gatorade’s website-click on the G2 bottle and click video to see the commercial.
*WARNING* if you’re like me and still tear up a little when you so much as think of the goal, you may be on the hook for $2.50 for a bottle of Gatorade.
http://www.gatorade.ca/#/products