BP Olympic commercials cheer on Team USA . . . and reputation rises
BP, the British oil giant whose name was mud in America after the 2010 Gulf Of Mexico oil spill,is one of the big winners of the Olympics.
The company has been running pro-American TV commercials like the one you see here. The voiceover says, "Across America we're all committed to Team USA."
Negative perceptions of the brand have reversed during the first part of the London games, according to a major US survey.
YouGov BrandIndex conducts 5,000 people interviews each weekday across the US, more than 1.2 million per year, in total.
For its survey on Olympic-advertiser perceptions, YouGov asked, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
BP's score went from a negative 5.9 in the week before the Olympics to a positive 2.6 during the first week of the games. Only Visa saw its brand perception rise more during the time period, according to the research.
Ted Marzilli, global MD for YouGov's BrandIndex service said "We have seen the recovery with BP over the last year and a half," said "But I think its association with the Olympics is showing benefits."
That, and perhaps abandoning the Union Jack for the Stars and Stripes!
Samsung and Coca-Cola are enjoying the most positive receptions, according to the survey.