Gruen shines torch on London
‘‘ LET the gains begin,’’ is the priceless slogan Gruen Sweat is using for Gruen’s special episodes during the London Olympics.
Host Wil Anderson and regular panellists Todd Sampson and Russel Howcroft will be joined by guests to help answer the perennial Gruen question: ‘‘ Why do we buy what we buy?’’.
Anderson sounds match fit as he answers queries like the seasoned media athlete that he is – so who will have more spin than the discus?
‘‘ We can look at it from the top down, the way the Olympics are being sold as a brand,’’ Anderson says.
‘‘ Then you get to the athletes themselves, some of whose lives will change forever and it’s about how they’ll cash in on that moment.
‘‘ We’ll be talking about how tightly the Olympics control their own brand. We couldn’t call our show Gruen Olympics or even Gruen Games. There are even cafes in London that have had to change their name from Olympic Cafe.’’
Anderson and team will run a keen eye over athletes’ endorsement deals.
‘‘ Look at Usain Bolt. We used to call Ricky Ponting the Endorsenator but he’s nothing compared to Usain Bolt,’’ he says. Bolt’s Puma deal alone is worth $ 19 million. ‘‘ What if Usain Bolt comes second because he’s spent too much time flogging watches in the build- up?’’
After the four 40- minute episodes of Gruen Sweat end, the second season of Gruen Planet starts with a nod to the Olympics.
‘‘ I can tell you something a bit juicy. We’ll have a new segment called Personal Worst that’ll highlight the worst performances by sports people in ads. We have about 20,’’ he says.