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Omega and the YOG: product or brand, but not both
ATTRACTION: With the build-up to the inaugural Youth Olympic Games (YOG) in full swing, the word “Olympians” and the YOG logo holds a sense of excitement that will attract most readers. POSITIONING: Front page of The Straits Times – it’s hard to avoid. On the front page alone there are four separate mentions of the YOG, all indicative of the scale of preparation that Singapore is undergoing. The use of the YOG branding sets Omega apart from other luxury watch brands, and provides an important link between sport and luxury goods. ANALYSIS: For us, what stands out is the inconsistency between visual and header. Whilst the header enforces the Omega brand through its sponsorship of the YOG by reading “OLYMPIANS OF TOMORROW”, the visual is of a typical Omega product – a watch. Reading the header and visual in conjunction with each other, are we supposed to conclude that the watch is an "Olympian of tomorrow"? This is plausible, given Omega's long history of Olympic timekeeping. But then aga
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