No Pepsi At The Olympics

Nothing Is Sacred Anymore

Olympian struggle
Fans face boot for eating or drinking wrong brands at games

By MARK FRANCHETTI / The Sunday Times

In a far cry from the high-minded ideals of humanity and tolerance embodied by the Olympics, the organizers of the Athens games have warned spectators that they could be barred for taking a surreptitious sip of Pepsi or an illicit bite from a Burger King Whopper.

Strict regulations published by Athens 2004 last week dictate that spectators may be refused admission to events if they are carrying food or drinks made by companies that did not see fit to sponsor the games.

Sweltering sports fans who seek refuge from the soaring temperatures with a soft drink other than one made by Coca-Cola will be told to leave the banned refreshment at the gates or be shut out. High on the list of blacklisted beverages is Pepsi, but even the wrong bottle of water could land spectators in trouble.

Fans will be allowed into the Olympic complex if they are drinking Avra, a Greek mineral water owned by Coca-Cola, which paid $60 million US for the privilege of being one of the main sponsors. Officials are under orders not to let in rival brands' bottles unless the labels are removed.

Staff will also be on the lookout for T-shirts, hats and bags displaying the unwelcome logos of non-sponsors. Stewards have been trained to detect people who may be wearing merchandise from the sponsors' rivals in the hope of catching the eyes of television audiences. Those arousing suspicion will be required to wear their T-shirts inside out.

Known as the "clean venue policy," the rules were drawn up by the Greeks and the International Olympic Committee (IOC) to shield sponsors from so-called "ambush marketing" - an attempt to advertise items during the games without paying sponsorship fees.

the rules were drawn up by the Greeks and the International Olympic Committee (IOC)

A.K.A. Greedy corparate whores.

to shield sponsors from so-called ""ambush marketing"" - an attempt to advertise items during the games without paying sponsorship fees.

You''d think they would use their money for something usefull like hightening security, but no. They would rather use it to enforce retarded rules and policies drawn up by corparations.

What a bunch of crap. Hard to spell idiotic without IOC.
As if I needed another reason avoid the garbage the olympics has become. To hell with all of it, and to hell with anyone stupid and selfish enough to push a child to one day compete in this farse.

Security isn''t nearly as high on their priority list as the almighty dollar.

Outlawing the clothing worn for so-called ambush marketing I can almost agree with, but banning stuff people bring to eat or drink? If I were there and they made me give up my pepsi, or bottled water (in extreme heat no less!), I would tell something profane, and then get my money back.

Its actually even normally pretty damn hard to find Pepsi in Greece.. its pretty much a Coke Country..

Pepsi has I believe has one distributor for like all of Athens..

""Wait... is that tiny, 2-pixel speck of a person holding a Burger King Whopper wrapper? MY GOD! I suddenly have an insatiable craving for Burger King and their varried and delicious wares!""

Please. Banning anything smaller than a twenty-foot banner is pretty freaking pointless...

Well it certainly doesn''t surprise me. The Olympics like all things sports have been ruined by money. With all the crap that has been going on over the years regarding bribes and drug scandels and crooked judges, did any actually think there was any shread of decency surrounding the olympics anymore?

I just learned that, here in Canada, only CTV will be allowed to talk about the Olympics. The other networks apparently didn''t pay some fee or other, and they aren''t allowed to talk about the Olympics at all.
Methinks some people are getting fired over that one.

So when Coke pays $60M to get advertising presence all over the park, and Pepsi can pay $100K to get people to stand around drinking their products in full view of live cameras all day, that''s a good thing? What if Pepsi quietly provided their bottled water to as many teams as they could get? I''d think one good Olympics like that, and the next one would take place in straw huts, since no one would bother with the advertising fees.

The Olympics get a lot of their funding from corporate sponsors, and that involves advertising. With technology the way it is today, it would be very easy to organize product placements in full view of the cameras as the coverage moves around. You could even end up with eager advertising ""mobs"" pushing legitimate tourists out of the way in their rush for the best camera-friendly spot. Is that a good thing?

As odd as it seems, this is the free market in action. Coke pays $60M, you gotta figure they will have some say in how things operate outside of the competitive events themselves. If you like the Games, you''ll have to put up with how they get their money.

You know, even though I''m not condoning it, when I read about just how much Greece will be in debt for the Olympics after this is over, I certainly understand their reasoning.

Well considering I am sure part of the $60M advertising budget includes free drinks to the players, and $100k wouldn''t go that far I don''t think.
Let''s assume that $120 is needed per person to ""ambush market"" ($20 to get into the olympics, though I am guessing its more than that, and $100 (very cheap) for the person), so you have 1000 people drinking pepsi products, over the entire olympic games area. Let''s also assume that only the 1.8 million tickets that were sold early on went.
So of 1000 of the 1,800,000 people are sporting Pepsi logos. That''s for every 1,800 people 1 person has Pepsi branded stuff... That and how long do they focus on random crowd members? Usually they show family members and such in the crowd, with the occasional crowd shots.
Most people want to see the athletes, and the broadcasters give it them.

Well, yes, Nos, but I was thinking of the use of ""flash mobs"" as an advertising technique. You put people in brightly logoed shirts with a bottle of product, hire 200, and pay them $500 each, including a small walkie-talkie. They look for crowd interviews, stock footage shots, and perhaps attend some of the small-venue events. Maybe someone even slips a cameraman $50 to let them stand in a shot background. With communications a breeze, it''s a simple matter to simply have 5 or 10 people with logoed clothing, drinking product, mixed in with the crowd and visible to viewers. It''s a similar idea to product placement in movies - just associate the product with a memorable event, and you''ve done your job.