Aussie brands not taking advantage of the Ashes

Aussie brands not taking advantage of the Ashes

Many of Australian cricket's biggest sponsors have so far failed to leverage their support with above-the-line advertising assaults to coincide with the current Ashes series in the UK.

B&T Magazine
Posted by B&T Magazine

KFC, McDonalds, Coca-Cola, VB, Carlton Mid, Toyota Australia, Bupa Australia, Qantas, Bunnings, Weet-Bix, OPSM, Bet365 and Gatorade Australia have had no major activity around the traditionally viewer-friendly series.  

And only Milo, Swisse, KFC, VB, Comonwealth Bank and Bupa have bothered to mention the cricket series, which started last night and drew in nearly a million viewers across free-to-air and pay TV, on social media, and at the time of writing just Weet-Bix had posted a Facebook update this morning on last night’s activity.  

Cricket Australia has coined the hashtag #returntheurn which has caught on with some followers on Twitter, whilst Aussie bowlers Peter Siddle and Mitchell Starc, and England batsman Jonathan Trott, have all trended on the micro-blogging site today.

Of the major sponsors only Commonwealth Bank has so far come out with a cricket-themed TVC, with this spot showing during last night’s play.

http://www.youtube.com/watch?v=9SzHRvUWVLA

Milo has done a series of online spots with skipper Michael Clarke aimed at giving kids some tips around cricket, like this one about how to prepare for a game.

http://www.youtube.com/watch?v=iJkLIUF_enM

Whilst viewers may have found disgraced opener David Warner’s moustache dodgy when he took to the field, his performance in this spot for All Day Socks may well earn a similar chuckle.

http://www.youtube.com/watch?v=U2ifM_WNbV8

Brut has also dusted down its Shane Watson spot from last year.

http://www.youtube.com/watch?v=Oq2df8GBFwk

Meanwhile, a number of UK brands have taken advantage of the bumper ratings and recent upsurge in the team’s fortunes with a series of interesting TV spots.

Beer brand Carling, traditionally renowned for their sport-event related advertising has come up with this one.

http://www.youtube.com/watch?v=Z1OKFQYzitM

Meanwhile, sportswear firm Adidas leveraged its sponsorship of the Lions and the England cricket side with this anti-yellow spot.

http://www.youtube.com/watch?v=A9Kgnw8ViRs

Both the England and Wales and Australian Cricket Boards also came up with their own promos for the series.

ECB #Rise for the ashes

http://www.youtube.com/watch?v=nPWa_xRpF64

Australian CB

http://www.youtube.com/watch?v=0zWMrWVFJYc

Meanwhile broadcaster Sky Sports went for a slightly less obvious approach compared to Nine’s promotional work.

Sky sports

http://www.youtube.com/watch?v=EOf2OhndcTM

Nine

http://www.youtube.com/watch?v=NKuN_Zx8PKk

And then there’s cider brand Stowford Press, which came up with this slightly cheesy ad to spruik their wares.

http://www.youtube.com/watch?v=LTL5r2-Y2_g

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