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.

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.

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.

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

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.

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

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

ECB #Rise for the ashes

Australian CB

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

Sky sports


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

Latest News

MAD Week: Getting Engaged Better Than Being Liked

MAD Week: Getting Engaged Better Than Being Liked

Foxtel’s social media marketing manager has told the audience of MAD Week’s social and mobile pop-up breakfast that Facebook likes were not a recipe for success in social media. David Higgins said that likes were the same as page impressions were for publishers in the naughties, “which didn’t add up to financial health for them”. […]

by B&T Magazine

B&T Magazine
Creative Wizard Oz joins We Are Social

Creative Wizard Oz joins We Are Social

We Are Social has hired Oz Dean as Creative Director for the Sydney office. Oz joins We Are Social from Digital Arts Network Singapore (TBWA DAN), where he was Creative Director. He is a multiple award winner, including a Gold and Bronze Lion, several Effies, an AME, and most recently three Bronze trophies at the New York Festivals 2014.

Two men, outdoors, wearing casual sports clothes and activity tracking wristbands. Activity trackers are designed to help the wearer achieve a more active and healthy lifestyle.

Fitbit Now Windows Friendly

Fitbit for Windows Phone pairs with a wearable activity tracker like the Fitbit Flex, keeping track of the wearer's activity.

DDB appoints new Sydney MD

DDB appoints new Sydney MD

DDB Group Australia has announced the appointment of Kieren Cooney as Managing Director, DDB Group Sydney. Cooney will oversee DDB Group’s Sydney based businesses including DDB, Mango, Remedy and Tribal. As part of these changes, Nicole Taylor has been appointed as Managing Director, DDB Sydney, reporting directly to Cooney. Andrew Little, CEO of DDB Group […]