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).
