Page 32 - 2016 Year In Review

CREATIVE DESIGNATIONS: From P&G’s “Proud Sponsor of Moms” to
Brava’s “Beer of Summer,” brands are increasingly looking less towards
ownership of an industry or a category and more towards ownership of
a core purpose: to carve out their territory around support for an
intangible idea. In 2016, Omaha Insurance proclaimed themselves as
“Official Sponsor of Life’s Aha Moments.” Saputo-owned brand Milk2Go
rolled out creative articulating their status as “Official Sponsor of Fun”.
Although this advertising tactic is often used in a capacity unrelated to
sponsorship, it has implications for the industry, both on how brands
activate and how properties sell. Expect more official sponsors to seek
official designations around their core activation themes and
exclusivity around that creative territory. For brands, this is a trend that
acknowledges the reality that in sponsorship, your competition
transcends your category; co-sponsors with a similar narrative may
erode value.

WATER: Stephen Curry launched his 2016 by announcing an
endorsement deal with water filtration brand Brita. Brita pushed
industry stats upon the announcement from a pediatric journal citing
that “nearly 80% of the food endorsed by top athletes was 'energy
dense and nutrient poor,' while 93% of beverages endorsed got 100% of
their calories from added sugar." As one of the biggest sports stars on
the planet, Curry decided to choose to a water brand vs. Gatorade or
Powerade due to its health benefits may create a ripple effect in the
industry and incite other water brands to tap into athlete endorsers that
can reposition a commoditized product as the best and only
rehydration beverage choice.

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