BIC Australia is going to create a new national campaign, featuring Australian cricketer Mike Hussey. Hussey will be seen in a range of off-field scenarios, including a book and cricket-bat signing, backyard BBQ, and preparing for a sports awards night – all featuring BIC products.
There is no doubting Mike Hussy’s popularity among cricket fans. He is a working class hero who appeals to both genders and is a great talent with the media and fans alike. He also personifies the values of everyday Australian’s which makes him easy to relate to. It also helps that he plays in a national sport on free to air television. These are all great reasons for a brand to align with Hussey but I’m guessing it was his slightly nerdy nature that gave him the nod with BIC.
Pens aren’t the most exciting product especially in this digital age so it helps to have a celebrity face to catch people’s attention. I’m sure BIC will play on Hussey’s nerdy good guy nature in their creative. In the meantime, let’s hope Hussey scores some runs, god knows (and BIC) he needs them.
KFC is one of Australian Cricket’s biggest sponsors and at a time of year when families traditionally look for easy lunch/dinner options, KFC’s summer sponsorship makes a lot of sense. They do a great job in supporting the sport and have leveraged the 20/20 matches particularly well. However their TV campaign depicting Aussie cricketers as ravenous chicken feeders does raise some debate about how sponsors can influence an athlete’s brand positioning. Remember, athletes are brands too; they have characteristics and values that greatly enhance their attractiveness to sponsors. For example, Michael Clarke is a future test captain in waiting, people respect his maturity and leadership qualities, his work for charity, his commitment to his family and his brand is one of integrity, glamour and admiration. This is why a blue chip brand such as Bonds sponsor Clarke. I wonder how they feel about his portrayal in the KFC advertisements? A bit of a laugh, some harmless fun? Maybe, but it is a grey area in the world of individual sponsorship. One brand works hard to strengthen its alignment with the values of an athlete only to be gazumped by another sponsor with a totally different image and strategy. I imagine most non team sponsors of Australian cricketers are happy to sit back and watch their guys feature in a massive media buy that generates enormous awareness and doesn’t cost them a thing……as long as their own marketing strategy isn’t compromised that is.
