Afexa, the maker of Cold-FX is taking full advantage of long-time spokeswoman Clara Hughes being named the flag carrier for Canada’s Olympic team.
The speedskater and five-time Olympic medalist in both Summer and Winter Games, is the centre of an extensive Olympic strategy that blends traditional advertising with Afexa’s trademark viral marketing.
“It was fortuitous for us when Clara was named flag bearer,” said Steve Wallace, the company’s vice-president of marketing.
In a current TV spot, Hughes talks about her long-time use of Cold-FX, the company’s cold and flu remedy. The ad is getting high-repetition national play, while another spot featuring figure skater Joannie Rochette, currently running in Quebec, will be ramped up nationally when Rochette’s event begins Feb. 23.
Hughes and Rochette, along with cross-country skier Chandra Crawford, also talk about their Olympic aspirations in 60-second “Cold-FX Presents” videos running on Air Canada’s in-flight entertainment. Longer versions have been posted to social media sites.
“Our goal with these was to serve up relevant content with interesting stories rather than just put up signs all over Vancouver,” said Wallace.
The company also hired hockey mask painter David Arrigo to provide an artistic history of the games through an ongoing mural at Canada Olympic House.
Afexa is hosting a party at Canada Olympic House honoring “Olympic Moms” past and present for their dedication and sacrifice for their children’s Olympic careers.
Wallace said 115 moms from the past six decades will attend, including mothers of 30 athletes competing in the Vancouver Olympics. The party is an extension of the “Salute to Hockey Moms” program Afexa introduced two years ago.
