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'lmagine the impact of a Coca-Colaor a McDonald's saying, "Hey, theseGames are wrong ..."'CHRIS KLUWE, ex-Minnesota Vikings punter and activist

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Straight TatkAbout SochiBy T.L. Stantey Ex-Minnesota Vikings punter andactivist Chris Kluwe puL[s no punches, explaining thechaLlenges of 0Lympic athletes under the shadow ofanti-gay Russian Laws and their corporate sponsors,

Chris Kluwe, former punier for theMinnesota Vikings, argues thatAmerican consumers and sports fansworldwide shou[d boycol.i corporatesponsors of the upcoming 0tympicsbecause of Russian anti-LGBT Laws,

Kluwe has been an outspoken gay-rights advocate who cLaims that hissupport of same-sex marriage costhim his job. A recent post he wrote forthe sports bLog Deadspin, entitled "l

Was an NFL Player Until lWas Firedby Two Cowards and a Bigot," hasLaunched an NFL-Led investigation.KLuwe, a pubLished author who isn'tpLaying this season for the first timein eight years, spoke to Adweek aboutathLetes, acL vism and cash,

Why are you encouragingconsumers to boycott Otympicsponsors? lt's unfortunate thatthis has to be the case, but the IOC

llnternatronaL 0Lympic Committee] isreally trying to crack down on athLetes,

saying no protests are aLlowed, Theway to make rhe l0C Listen-and abide

by its own charter that taLks aboutincLusiveness and nondiscrimination-is to go through the sponsors, lf thesponsors are Losing money, they'LL

complain to the l0C, The OlympicsshouLdn't be hetd in countries thatcommii human rights violations,

How does the culture ofsponsorships get in the way of anathlete's activism? Sponsors are in it

to make money, and they don'twant athLetes to be distract;onslf you speak out on a hot button topic.it may alienate people who don't agree

with you, Corporations don't want toa[ienate any poteniiaL customers.

Do you think public opinion wil[eventually change that? lt helps

oeoole to be aware of the issues, But

consumers can sign aLL the onLine

petitions they want, lf they stiLl go

out and buy Big Macs every day,

McDonaLd's doesn't care about the

activism, They're sti[[ making money,

What do you expect during Sochifrom athletes? My personaL hope isthat we do see some protests, and

some athLetes who.lust say, "Eff-it,this isn't right." Anything they can do,

Iike giving interviews, trying to raiseawareness of the issue, skirting whatthe IOC considers poLiticaL. But I'LL

understand if no one does,

Do you expect to see any sponsorsdenounce the Russian taws? SadLy,

I don't, simpLy because of their pursuitof the bottom Line. lmagine the impactof a Coca-CoLa or a McDonaLd's<errinn "f.lorr iho<o Gemoc,--...-- lre wr0ng,and we won't stand for this." But that'snot the ervironment we Live in,

How'd you get involved withPrinciple 6, a campaign andmerchandising line created todenounce the Russian laws byhightighting the Olympic charter'swritten nondiscriminatoryprincipte? I've been working withAthLete ALty (one of the organizinggroups) for a whiLe. I thought thiscampaign sounded great. I do thinkthe IOC wiLl try to make it poLiticaL,

but it's their own charter. Thoseare rrrles thev're sunnnsed

to be uphoLding, Theirfoundation is buiLt on notaLLowing discriminationagainst anyone, but they're

Looking the other way

What are some of the best waysconsumers or sports fans can maketheir voices heard on issues likehuman rights? EmaiLs, petitions,phone calls to companies-if they get

enough, they do actuaLLy Listen. Butwhen you stop buying those products,

causing a dip in their revenue, they'LL

reaLLy Listen,

Any Super Bowt predictions? I thinkthe Seahawks will win, barely. Theirdefense is just a Little bit better.

lo Jr1iifi&li tli', :ilii' A0l|lltil{

TIELLENIC CULTURE

Bring lt On:Battte of theYogurt Titans

Greek yogurt has beenmarching into Americanhomes since 2007, thanksmainly to Chobani, the come-from-nowhere brand thatcaught Dannon and Yoplaitnapping. And at this year'sSuper Bowl, the yogurt warbetween Chobani and Dannonis coming to a head.

With about 4O percentof the Greekyogurt marketbut only 3O percent overallbrand awareness, Chobani isadvertising in the big game toraise its profile. The DannonOikos brand, with 29 percentshare, is advertising to catch upwith Chobani.

Meanwhile, a third brand,General Mills' Yoplait Greekyogurt, with about 9 percentshare, launched a boldcampaign Jan. 20 directlychallenging Chobani. The newads call out the competitorby name, saying Yoplait beatChobani in a taste test andasking consumers to sharetheir own preference on socialmedia using #TasteOff.

At stake is $3.8 billion inU.S. Greekyogurt sales, roughlyhalf the total yogurt market.

How did the Greeks get to beso big so fast?

Marketing expertscredit Chobani's ma rketi ngapproach, for one. A consumerloyalty team answered rnorethan 9,000 emails and callsa month and sent samples,coupons or a handwrittennote to almost everyone whoreached out. An in-house

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