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SBD/24/Sponsorships Advertising Marketing
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Published January 24, 1995
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 (Doubletree).