SBD/24/Sponsorships Advertising Marketing


     This year, with no Olympics or World Series to attract "vast
sports-oriented audiences, the importance of the Super Bowl to
advertisers is only magnified," according to Joe Logan in this
morning's PHILADELPHIA INQUIRER.  Logan profiles Nike's "Stanley
Craver" ads and notes that Nike is one of the big spenders for
the game.  Nike VP/Public Relations Keith Peters on the ad
campaign: "Stanley [Dennis Hopper] will address the nation about
how much he loves football.  It's not a product ad.  It's a
brand, imaging ad" (PHILADELPHIA INQUIRER, 1/24).  An editorial
in this week's ADVERTISING AGE addresses a possible blowout:
"Sure, the NFL and the game advertisers would like a close
contest between two big-city teams each year, but the mega-bucks
marketing and promotion has institutionalized the weekend.  We
should in fact be thankful that marketing will preserve the
weekend, regardless of the point spread" (AD AGE, 1/23).    OTHER
NEWS:  Frito-Lay plans on running an a Doritos ad with Mario
Cuomo likely to make a cameo -- similar to one last year by Dan
Quayle.  PepsiCo, Frito-Lay's parent, and Cuomo will not comment
on the report.  Cuomo: "That will be clarified soon because
you'll have a Super Bowl soon" (N.Y. POST, 1/24). ....USA TODAY's
Super Bowl Ad Watch features FedEx which has bought two :30 ads
with the tagline: "Our most important package is yours" (USA
TODAY, 1/24).
     GAME-RELATED PROMOTIONS:  Atlantic Beverage Co. announced
its Flying Fruit Fantasy Fruitshake program has been selected by
Fine Host Corp., the food service provider for JRS, for
installation at the stadium.  The Fruitshake will make its debut
during the Super Bowl (Atlantic Bev.)... Guests of the Doubletree
Hotels in San Diego and San Francisco will be eligible for
special discounts if they stay over Super Bowl weekend.  Guests
in the winning Super Bowl city will receive an extra discount
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Related Topics:

FedEx, NFL, Nike, PepsiCo

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