SBD/14/Sponsorships Advertising Marketing

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         Coca-Cola unveiled its 13 new commericials for its flagship
    brand, Coke Classic, which continue the succesful "Always"
    campaign for the 3rd year.  The slogan has been changed slightly
    to "Always and only Coca-Cola."  In Atlanta, Chris Roush writes
    that five of the ads "place heavy emphasis on battling private-
    label sodas" (ATLANTA CONSTITUTION, 2/14).  "Qualities like
    taste, the contoured Coke bottle and the red disk logo are even
    more prominently stressed than in the last two years" (Stuart
    Elliott, N.Y. TIMES, 2/14).  Ten other ads, from Creative Artists
    Agency, will be released next month (WALL STREET JOURNAL, 2/14).
         MARKET SHARE REPORT:  Beverage Digest, an industry
    newsletter, reports that Diet colas lost ground last year, while
    Coke Classic, Pepsi, Dr. Pepper, Mountain Dew and Sprite all
    gained.  In the soft drink market, top-ranked Coke rose from
    20.1% in '93 to 20.4%, while No. 2 Pepsi rose from 17.7% to
    17.8%.  Among sports drinks, No. 1 Gatorade (78.2%) lost ground
    to Coca-Cola's Powerade (10.1%) and PepsiCo's All Sport (5.4%).
    Gatorade held 85.6% of the market in '93 (Herry Berkowitz, N.Y.
    NEWSDAY, 2/14).
    analysts are predicting a spinoff of PepsiCo's restaurant
    division -- Taco Bell, KFC and Pizza Hut (USA TODAY, 2/14).
         A-B TO ICE RELATIONSHIP WITH LABATT:  Following Labatt
    Breweries' legal loss to Anheuser-Busch over the terms "ice beer"
    and the ice brewing process, there is speculation that Labatt's
    agreement with A-B to brew Budweiser in Canada could be in
    jeopardy.  While Labatt spokesperson Sharon Paul said the two
    issues have no relation, A-B officials could not be reached for
    comment.  The deal brings Labatt C$45M in annual profits (Marina
    Strauss, Toronto GLOBE & MAIL, 2/14).  In St. Louis, Robert Manor
    reviews the testimony by August Busch IV in the Labatt trial and
    the view the trial provided behind the scenes in the beer wars.
    A-B announced that it will replace Ice Draft with two new beers
    Bud Ice and Bud Ice Light (ST. LOUIS POST-DISPATCH, 2/13).

    Print | Tags: Anheuser Busch, Coca-Cola, Dr Pepper Snapple Group, Labatt Brewing, PepsiCo

         WELCOME TO PLANET REEBOK:  Universal Studios, FL, will open
    Planet Reebok -- "a sports/entertainment/retail/ restaurant
    complex" set to open in 1996 in Orlando.  According to BRANDWEEK,
    "The complex will match Reebok endorsers with Universal amusement
    park technology."  Reebok Senior VP of Integrated Marketing Dave
    Ropes:  "You might face a Roger Clemens fastball or shoot free
    throws with Shaquille O'Neal" (BRANDWEEK, 2/13 issue).
         SEGA HITS LONDON:  Sega, the Japanese video game maker, has
    chosen London as the site of "Europe's first virtual reality
    theme park."  The proposed indoor complex, set to open by Summer
    '96, will be located in the Trocadero, a shopping and
    entertainment center in Picadilly Circus.  The 10,000 square
    meter project will surpass Sega's other theme park, Joypolis in
    Yokohama, Japan (FINANCIAL TIMES, 2/14).     ABC'S OF
    INTERACTIVITY:  USA TODAY's Kevin Maney reports that Cap
    Cities/ABC "no longer wants to be defined as a broadcaster, even
    though the driving force of the company today is the ABC
    broadcast network.  Cap Cities/ABC wants to be a software
    company, creating the entertainment and information -- the
    'software' -- that will run on any and every technology out
    there."  Some deals Cap Cities/ABC has entered:  A $100M
    investment in the Spielberg/Geffen/ Katzenberg DreamWorks
    venture; partnership with video game maker Electronic Arts on
    multimedia software; a joint investment with EA in Sports Lab, a
    S.F.-based company developing "virtual reality sports rides";
    development of on-line searchable programming; and ABC Online, an
    area found on America Online (USA TODAY, 2/14).

    Print | Tags: ABC, Reebok, Walt Disney

         Sun Apparel, a leading jeans manufacturer, announced the
    signing of NBA Hall-of-Famer Jonh Havlicek to represent Real Pro
    jeans, targeted to men over 40.  Havlicek joins Joe Greene and
    Luis Tiant in the campaign, which debuts March 1995 under the
    tagline, "When Men Were Men and Jeans Were Jeans" (Sun
    Apparel)....Stride-Rite is making the "largest investment ever"
    in its Keds brand with a $25M image campaign.  Keds Senior
    VP/Marketing Kate Bednarski, formerly of Nike:  "We have the
    greatest brand loyalty of anyone.  The image just needs some
    dusting off" (BRANDWEEK, 2/13).... Following the completion of
    Nike's acquisition of Canstar, for C$27.50 a share, Nike Manager
    of Investment Relations Rick Anguilla said there will be no
    immediate management changes at Canstar, but that the focus this
    winter will be on marketing (OTTAWA CITIZEN, 2/11)....S-K-I Ltd.,
    the owner and operator of several major ski resorts, has hired an
    investment adviser to help evaluate a possible merger or sale of
    the company.  S-K-I stock rose from 3 7/8 to 16 3/8 on Monday
    (USA TODAY, 2/14)....Fresh off its purchase of athletic shoe
    maker Ryka, L.A. Gear "will remain acquisition-minded in 1995,"
    according to president Bill Benford (BRANDWEEK, 2/13 issue).

    Print | Tags: NBA, Nike

         The NHL is joining other major team sports with a
    participatory grassroots program called "Breakout."  The program
    combines street and roller hockey instruction, exhibition and
    competition in a portable outdoor venue, and appearances by local
    players.  Initial plans call for an eight-city tour from July 15
    through September.  NHL Dir of Fan Development Ken Yaffe said the
    league "hopes to tie in existing corporate sponsors and local
    marketers."  Breakout will be handled by Streetball Partners,
    which runs similar programs for the NBA, NFL and MLB (BRANDWEEK,

    Print | Tags: MLB, NBA, NFL, NHL
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