The Ryder Cup is one
of the most prestigious events in world sport. With a wealth of heritage
attached to it, the competition offers brands a fantastic opportunity to exhibit themselves to and associate with a captive and passionate international audience,.
The latest biennial instalment tees off tomorrow at Gleneagles in Perthshire and Ladbrokes’ cover wrap of City AM this morning (as well as a neatly placed half page in the Metro) is a perfect example of how relevant advertisers are looking to create a splash and draw attention in a crowded marketplace. Certainly eye-catching!
The
alternative route to spot and space is the brand association created through
sponsorship or supplier agreements. Among the list of the good and the great who are
‘Official Suppliers’ to this year’s inter-continental contest are Highland Spring, who
are proud to point out that they are based only two miles down the road from
Gleneagles.
Unfortunately, their
branding as ‘Official Bottled Water Supplier’ on the bottles fails to have any
standout whatsoever. Even moving the stamp a few millimetres up the label would
create contrast between mauve and white, but instead it is washed out…which
sadly dilutes the impact significantly.
For something so
significant to Highland Spring – both geographically and of course, financially – it is a real
shame that their co-branding is watered down to this extent.
#PurePoint
