Daily Buzz

By Aaron Baar

A few sponsors of the ongoing Winter Olympics are getting a boost (at least in terms of goodwill) out of their sponsorship … and so are their competitors. According to a survey from market research firm Chadwick Martin Bailey in Boston, followers of the Winter Olympics correctly identified Coca-Cola, McDonald’s and Visa as official sponsors of the Games. But many believed that companies such as Pepsi, Subway and American Express were also sponsors.
“These are guys who have a big media presence, and it’s hard to get away from them,” Josh Mendelsohn, a vice president at Chadwick Martin Bailey, tells Marketing Daily. “It’s a good thing to sponsor, but you’re probably helping your chief competitor a bit.”
Among the top sponsors, there is a wide discrepancy among official sponsors and mistaken sponsors. For instance, 60% of those surveyed named Coca-Cola as an official sponsor, while 51% named Visa and 46% cited McDonald’s. Beyond those three, however, the numbers drop off dramatically. Only 20% cited AT&T as an official sponsor; 12% named General Electric; 10% said Samsung and 7% named Panasonic.

By Karl Greenberg

BMW of North America has launched a new global ad push that it calls its largest brand awareness campaign in its history. The effort, “Story of Joy,” began during the XXI Winter Olympic Games with an ad buy that BMW says is the largest of any advertiser in the Games.
The effort — via Austin-Texas-based GSD&M Idea City, with Universal McCann of New York doing media buy — includes TV, digital, mobile and out-of-home platforms. The Woodcliff Lake, N.J. automaker did a nine-video panel home page takeover on MSN in mid-February.

By Emily Bryson York

General Mills spelled out its recipe for profitable growth: Hispanics, baby boomers and millennials. The Minneapolis package-food company revealed products and marketing plans designed specifically for those segments at the Consumer Analysts Group of New York conference this morning.
“We think our categories and our brands are well-positioned for strong future growth because they are on trend with the evolving consumer needs,” said Ian Friendly, chief operating officer and exec VP-U.S. retail. “We’re anticipating a rise in multicultural consumers, particularly Hispanics, plus a growing number of aging baby boomers and the emergence of millennials as the next generation with significant influence in the marketplace.”
The marketer increased its Hispanic-targeted media spending 70% in 2009 and will boost support again in 2010. Marketing to the group begins with reaching mothers looking for ways to nurture their children. General Mills is also tailoring its approach with some successful general-market brands, such as Nature Valley, which is also popular with Hispanic consumers. Mr. Friendly added that Cinnamon Toast Crunch and Yoplait yogurt are particularly appealing to the Hispanic market.

By David Goetzl

Multiple marketers, including Kraft, have recently spoken about lower pricing helping ad dollars go further in 2009. Now, Kellogg appears to be the first to signify that the more bang-for-buck trend will continue into 2010.
That decision could be the result of pricing rollbacks in last summer’s upfront. Long-term deals made back then could benefit advertisers for the bulk of 2010.
Kellogg COO John Bryant told analysts Wednesday that “media deflation” was mostly a boon in Europe in 2009. But in 2010, it will be titled toward the U.S. “due to the timing of the upfront buy.”

Top Rank Chair Bob Arum is “in discussions with the Yankees to hold the first fight at the new Yankee Stadium this summer,” according to Ken Belson of the N.Y. TIMES.