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SBD/27/Sponsorships Advertising Marketing
NBAP UNVEILS ITS FULL CAMPAIGN FOR "I LOVE THIS STUFF"
Published February 27, 1995
NBAP's Consumer Products Group -- the league's retail licensing division -- unveiled its "I Love This Stuff" ad campaign over the weekend. The campaign is the league's first unified effort designed to promote the sale of all NBA-licensed merchandise, from clothing to trading cards to video games. "I Love This Stuff," developed with NY-based ad agency Berlin Cameron Doyle, features All-Stars Hakeem Olajuwon, Shawn Kemp, David Robinson, Latrell Sprewell, Gary Payton and several other NBA players. The campaign will air on NBC, MTV, ESPN, ESPN2, TNT, TBS and Nickelodeon -- and on regional NBA team broadcasts. NBAP calls the campaign a "key component of an integrated effort that includes trade advertising, retail point-of-sale materials, retail promotions, a buyers' reference guide and a quarterly newsletter." The Consumer Products Group of NBAP generated $2.8B in gross retail sales in '93-94 and is projected to generate $3B in '94-95. The ad campaign features six 30-second spots -- "Dunk," "Three-point," "Cops," "Wedding," "Paperboy," and "Psychic" (NBA Properties).