Monday, August 26, 2013

Rewind: ‘Brady Bunch’ Actor’s Coke Ad for 1980...

Rewind: ‘Brady Bunch’ Actor’s Coke Ad for 1980 Olympics

Despite calls from some human rights activists, it seems unlikely that the U.S. will boycott the 2014 Winter Olympics in Russia to protest the nation’s anti-gay laws. President Barack Obama made that clear recently, saying that although he is offended by the legislation, “we’ve got a bunch of Americans that are training hard, who are doing everything they can to succeed.”

And although corporate sponsors are getting pressured to take action, most companies have issued fairly tepid statements so far, with the possible exception of General Electric, which told BuzzFeed that “we expect the IOC [International Olympic Committee] to uphold human rights in every aspect of the Games.”

But what if the U.S. did stay home? And what if sponsors stayed away? One only needs to look back to 1980, when President Jimmy Carter enforced a boycott of the Summer Olympics in Moscow after the Soviet Union failed to withdraw troops from Afghanistan. The decision forced sponsors to curtail aggressive marketing plans. Coca-Cola, headquartered in President Carter’s home state of Georgia, took one of the biggest hits. The marketer had won exclusive rights to supply soft drinks to the games.

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