SBD/31/Sponsorships Advertising Marketing

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         More post-game analysis of the Super Bowl commercials from
    advertising execs and ad watchers:
         WALL STREET JOURNAL:  Kevin Goldman reports that a survey of
    350 Super Bowl watchers by Southfield, MI-based  Creative
    Marketing Consultants found, "with two exceptions, the vast
    majority of the respondents couldn't tell which products were
    being advertised."  The exceptions:  Pepsi and Budweiser.  Pepsi
    was recalled by 53%, although Goldman notes, with four spots and
    on-air sponsorship messages, "Pepsi's results should have been
    higher."  Bud had a 43% recall rate (WALL STREET JOURNAL, 1/31).
         L.A. TIMES:  While Pepsi, Bud and Dorito's were the best
    remembered, "opinion was mixed on whether Pepsi's humor-laced
    spots -- linked with the slogan 'Nothing Else Is a Pepsi' --
    would motivate consumers to buy some," according to L.A. TIMES ad
    critic Denise Gellene.  Ad execs interviewed "said some
    advertisers may have been trying so hard to create a memorable ad
    that they obscured the message."  A spokesperson for Honda, whose
    ads ran in the 4th Quarter:  "It's a gamble, but we'd do it again
    if we had a new product to introduce" (L.A. TIMES, 1/31).
         NEW YORK TIMES:  Stuart Elliott calls the game's spots
    "actually enjoyable and entertaining. ... The primary reason for
    the ads' unexpectedly strong showing was that they focused more
    intensely on the products being pitched than on extraneous
    elements like celebrity endorsers or special effects" (N.Y.
    TIMES, 1/31).
         NEW YORK NEWSDAY:  Harry Berkowitz surveyed several ad execs
    and writes, "Thanks to a boy in a bottle and two truckers in a
    diner, Pepsi blew away other advertisers in Super Bowl XXIX."
    But the execs "were no more impressed or surprised" by the spots
    "than by the game's lopsided outcome."  The two women advertising
    execs chose Nike's Dennis Hopper spot as the worst (N.Y. NEWSDAY,
         SAN FRANCISCO EXAMINER:  John Flinn writes, "For
    entertainment value ... it was a blowout -- for Pepsi." The Pepsi
    spots (Boy in the Bottle, Truckers, Field of Dreams, Dollar
    Machine) "were the ones that glued viewers to their sofas -- and
    were most likely the ones being talked about long after the game
    was over" (S.F. EXAMINER, 1/31).
         BOSTON GLOBE:  John Carroll's "Silver Helmet Awards":
    TOUCHDOWN:  Pepsi ("Pepsi ran more knockout ads in one day than
    most companies do in a year").  FIRST DOWN:  Frito-Lay ("Who's
    next, Ross Perot?  'Betcha can't (giant sucking sound) just
    one'").  LETDOWNS:  Nike, Pork, Wilson, HBO, Chrysler, Quaker
    State.  MELTDOWNS:  A-B, McDonald's ("At least, ABC's Lesley
    Visser gets bopped in the head with a ball, which serves her
    right since she shouldn't be in an ad in the first place")
    (BOSTON GLOBE, 1/30).
         USA TODAY:  Donny Deutsch, CEO of NYC-based Deutsch Inc.:
    "As an industry, we should be embarrassed.  There was not one big
    idea.  Not one fresh voice.  The agencies should all be shot"
    (Horovitz, Enrico & Beyers, USA TODAY, 1/31).
         FAREWELL, STANLEY:  Nike's spot with Dennis Hopper
    portraying the referee "Stanley Craver" continued to draw a mixed
    reaction.  Foote Cone & Belding copywriter Bob Dorfman, who said
    he "could listen to Dennis Hopper recite a shopping list," chose
    his fantasy spot for Super Bowl XXX: "Next year Stanley buys some
    explosives, blows up the Bud Bowl -- and takes out the McDonald's
    guys and Pretzel Boy with them" (John Flinn, S.F. EXAMINER,
    1/31).  Bozell's Jay Schulberg:  "It's never enough just to draw
    attention to your ad.  You've got to draw attention to the
    product" (Horovitz, Enrico & Beyers, USA TODAY, 1/31).  John
    Carroll calls it the "wackiest monologue since Bobby Ray Inman
    bagged out as Secretary of Defense" (BOSTON GLOBE, 1/30).

    Print | Tags: ABC, Anheuser Busch, HBO, McDonalds, Nike, PepsiCo, Walt Disney, Wilson Sporting Goods

         According to his agent Leigh Steinberg, 49er QB Steve
    Young's post-Super Bowl itinerary begins with a trip to
    Disneyland today and an appearance on the "Tonight Show with Jay
    Leno."  Both will be done in tandem with Jerry Rice.  Steinberg:
    "He's including Jerry with him on the typical things that you
    would do alone.  He just feels that way."  Steinberg said the
    Super Bowl could be worth $10M in endorsements to Young (Gary
    Myers, N.Y. DAILY NEWS, 1/31).  In Southern CA, Lyle Spencer
    writes, "Charismatic, smart, generous and funny, Young is about
    to become the biggest sports figure in America -- bigger than
    Michael Jordan, bigger even than enormous Shaq, although Steve
    might have to work on his rap."  Steinberg:  "The country's been
    waiting for this kid" (Riverside PRESS ENTERPRISE, 1/31).


         L.A. Gear announced it has agreed to acquire Ryka Inc., a
    small "but admired" maker of women's performance athletic shoes -
    - a deal valued at more than $16M.  For L.A. Gear, "once a high-
    flying performer in athletic shoes but now plagued by losses, the
    acquisition would represent an effort to expand its product lines
    and enter new niche markets."  Ryka may be better known for its
    founder and CEO Sheri Poe, who has used the company as a platform
    to educate women about violence and abuse.  Poe began the Ryka
    Rose Foundation and pledged $10,000 a quarter to aid victims of
    violence and abuse.  Ryka will remain an independent brand, and
    L.A. Gear has pledged full support of the Rose Foundation.  Ryka
    had just under $15M in sales in '93 and has yet to show a profit
    in its 10 years of existence.  Poe will remain president of Ryka
    and is expected to become a L.A. Gear director (Glenn Rifkin,
    N.Y. TIMES, 1/31).  L.A. Gear CEO Stanley Gold: "The footwear
    industry is beginning a consolidation phase" (USA TODAY, 1/31).
         '95 FOOTWEAR OFFENSIVE:  Athletic footwear companies "are
    back on the offensive" in 1995, with "revamped" marketing
    strategies, new designs and technologies, and "aggressive
    expansion into new categories," according to the latest issue of
    ADVERTISING AGE.  At this week's Super Show in Atlanta, the
    companies get their first chance to "stake their claims" for the
    next decade.  Nike will "position hockey and soccer as the
    emerging sports," while Reebok will attempt to establish itself
    as the "athletic performance brand of the '90s."  Adidas America,
    Converse and Fila USA will "kick off a yearlong fight to be No. 3
    by carving out niches for themselves, distinct from Nike and
    Reebok."  Reebok will channel $20M of its $70M media budget into
    "regional marketing efforts" -- featuring such endorsers as Frank
    Thomas, John Elway, Shawn Kemp, and Shaquille O'Neal.  Fila use
    Grant Hill for its campaign, titled "A Rookie's Journal" (Jeff
    Jensen, ADVERTISING AGE, 1/30 issue).

    Print | Tags: Converse, Nike, Reebok, Washington Nationals

         "In a blow to Southern California's tourism industry," Walt
    Disney Co. has decided against building a $3B resort next to
    Disneyland, "settling on a vastly scaled-down version instead."
    When the project was unveiled in '91, it called for 4,600 new
    hotel rooms, a theme park, a 5,000 seat amphitheater, a 6-acre
    lagoon and two of the nation's "largest parking structures."
    Some analysts note that Disney may have "been put off" by Orange
    County's financial woes (Woodyard & Hernandez, L.A. TIMES,
    1/31)....Coca-Cola confirmed an AD AGE report that they have
    shifted the creative responsibilities for its Nestea tea brands
    to Creative Artists from McCann-Erickson.  Coca-Cola spokesperson
    Bob Bertini, noting Creative Artists' "Always Coca-Cola"
    campaign: "It's really a reflection of the quality of the work
    they've done" (N.Y. TIMES, 1/31)....Foot Locker announced
    yesterday that 16-year-old Mike Hoban of Strongsville, OH, is the
    winner of the "Foot Locker Million Dollar Shot" sweepstakes.
    Hoban will get one shot to sink an NBA 3-pointer for $1M.  The
    attempt will be broadcast live on TNT at halftime of the Schick
    Rookie Game on All-Star Saturday (Foot Locker).... According to
    this week's AD AGE, CNS Inc. -- makers of the Breathe Right --
    may approach the NFL to get rights to use team logos on products
    and packaging (AD AGE, 1/30 issue).  The "GMA" crew of Forrest
    Sawyer, Joan Lunden and Spencer Christian sported the Breathe
    Right strips this morning ("Good Morning America," ABC,
    1/31)...."Shaquille O'Neal, Larger Than Life," a video about
    O'Neal's life on and off the court, will be released to video
    stores this week ("Entertainment This Week," 1/29).
         CLARIFICATION:  The headline over yesterday's story on Pan
    American Sports Corp. mistakenly identified the sponsorship
    opportunities available from the Pan American Sports Corporation.
    They are for the "Basketball in the Americas -- '95" tournaments,
    as put on by the Pan American Sports Corporation, not for the
    Pan-Am Games.

    Print | Tags: ABC, Coca-Cola, NBA, NFL, Turner Sports, Walt Disney
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