Nabisco has signed a multi-year Team USA official cookie and cracker sponsorship, starting with the 2018 Olympic and Paralympic Games in PyeongChang, South Korea, in February.
Nabisco will theme its 2018
Olympics campaign “Can’t Miss Moments.”
“Just like the Games, our brands bring people together — from teammates to roommates, fans to
families — to share a moment, big or small," says Stephen Chriss, head of North American marketing activation and partnerships at Mondelez.
The campaign —
with focus on three of Nabisco’s $1 billion-plus “power brands,” Oreo, Ritz and Chips Ahoy! — will span TV, digital and social media content campaigns, a sweepstakes, themed
packaging and in-store recipe sampling.
One part of the multimedia effort will be enabling fans to follow the progress of two athletes currently vying for places on Team USA for the Winter Games: two-time Olympic gold medalist alpine skier Ted Ligety, and snowboarder Chloe Kim, trying for her first U.S. Olympic run.
A #BitetoWinSweepstakes, running Jan. 1 - Feb. 25, will offer chances to win a $10,000 “entertainment package” as well as other prizes to be awarded daily during the Games. To enter, fans will submit photos of themselves biting into Oreo, Chips Ahoy! or Ritz products and share them on social. The sweeps theme alludes to Olympians’ custom of biting their medals during the award ceremonies.
Oreo, Chips Ahoy! and Ritz packaging will feature Team USA emblems for a limited time, starting Jan. 21.