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Petro-Canada is asking Canadians to raise a glass in support of the country’s Olympic and Paralympic athletes with the release of its Vancouver 2010 Winter Games Olympic glassware collection.
The company is supporting the four-piece collection with TV, online ads, and a Facebook application developed by its agency of record, TBWAToronto. The campaign runs until March. Media Dimension handled the buy.
The 30-second commercial features glasses that Petro-Canada launched to commemorate the 1988 Olympic Winter Games in Calgary. The glasses are shown in cupboards, as part of a collection and on a tabletop—one holding change and another paintbrushes.
“It was 1988, the Calgary Winter Games, when the country came together to support Olympic athletes, with glasses,” says the voiceover.
“Isn’t it time we do it again?” it continues. “Buy the glass, support Canadian athletes, only at Petro-Canada.”
“We’re hoping that people remember how much buying the glass in 1988 helped Canadian Olympic and Paralympic athletes, and we hope that people think it’s time to do it again,” said Allyson Zarowny, senior advisor, Olympic programs at Petro-Canada.
Petro-Canada sold over 50 million glasses when it first launched the Calgary collection. Zwarony said they don’t anticipate coming close to that this time around, but hope the glasses offer Canadians a way to support their team.
Earlier this week, Petro-Canada offered more than 100,000 virtual glasses on Facebook, donating 50 cents per glass to Canada’s athletes. It took only three days for Facebook users to raise the $50,000 donation.
“What we really tried to do was provide all Canadians the opportunity to contribute,” said Zarowny. “These people were able to contribute by gifting a glass.”
Each piece of glassware displays a petroglyph on one side and the Vancouver 2010 Olympic Winter Games emblem embossed on the other.
The collection is sold at Petro-Canada locations, with approximately 50% of the proceeds from every glass sold supporting Canadian athletes.
Petro-Canada is the exclusive national oil and gas partner of the 2010 Olympic Winter Games and an Olympic team sponsor during the Vancouver 2010 and London 2012 Games.
