SBD/2/Sponsorships Advertising Marketing

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  • GATORADE WEIGHS RETURN OF "BE LIKE MIKE" CAMPAIGN

         With its market share slipping as new competitors enter the
    sports drink category, Gatorade, and its parent Quaker Oats, "has
    a game plan" for their summer ad campaign, according to the
    latest AD AGE.  Michael Jordan "will return to a higher profile"
    as two commercial spots are already in rotation and more "being
    planned soon," according to a Quaker spokesperson.  Gatorade is
    also considering a return of the "Be like Mike" campaign, but in
    the meantime will continue with "Life if a sport, drink it up"
    ads from Bayer Bess Vanderwarker.  PepsiCo's All-Sport is "hiking
    spending" by 20% and will use Ken Griffey, Jr. and Shaquille
    O'Neal in more ads by BBDO Worldwide, with Jerry Rice and Steve
    Young recently signed to two-year endorsement deals.  Coca-Cola's
    PowerAde isn't "showcasing any top jocks this summer," but will
    feature weightlifting and hurdles in ads created by McCann-
    Erickson Worldwide.  But the "ace in the hole" comes next year
    for Coca-Cola with their Olympic sponsorship, as rings will adorn
    their PowerAde logo and a new flavor will be introduced (Andrew
    Wallenstein, AD AGE, 5/1 issue).
    

    Print | Tags: BBDO, Coca-Cola, PepsiCo
  • LIONS LOOK TO FOLLOW COWBOYS' LEAD WITH SPECIAL JERSEY

         The Lions are in the process of choosing a design for a
    "special-events jersey" for the '95 season.  The jersey will be
    worn for special games, which could include the opener, Monday
    nights and Thanksgiving.  In Detroit, Kuplian & O'Hara report
    that the team is "following the Cowboys with the special-events
    jerseys," after last year's throwback jerseys "were gigantic
    hits" (DETROIT NEWS, 4/30).
    

    Print | Tags: Dallas Cowboys, Detroit Lions
  • MARKETPLACE ROUND-UP

         MasterCard International has signed a one-year agreement to
    be "presenting sponsor" of the PGA Tour's Colonial Golf
    Tournament in TX.  Officials hope the arrangement will "lead to a
    multi-year agreement" with MasterCard to become the tournament's
    title sponsor.  The Colonial has been without a title sponsor
    since Southwestern Bell didn't renew its contract after the '94
    event (FORT WORTH STAR-TELEGRAM, 5/2)....At the recent
    sponsorship forum organized by Clarion Performance Properties and
    AD AGE, Patrick Kemp, Dir of Marketing Operations at GM, said
    sports efforts by top corporations are better handled by the
    marketing department "because sponsorship comes out of the same
    marketing checkbook at the end of the day."  AD AGE's Jeff Jensen
    notes the leagues also are "stocking up" on their own marketing
    talent (AD AGE, 5/1 issue).
    

    Print | Tags: MasterCard, PGA Tour
  • MORE BEVERAGE NEWS: IS THE U.K. VIRGIN TERRITORY?

         Virgin Cola advertising hits British TV screens tonight in
    the company's next step in its bid "to take on the might of Coca-
    Cola and PepsiCo in the global soft drinks market.  After
    introducing his drink in November, Virgin Chair Richard Branson
    aims to sell Virgin Cola in 140 countries within three years, but
    that "hinges crucially" on how it "develops in the UK over the
    next few months."  Branson's strategy is "staying cheap" as he
    wants to make up for lack of money with the "pull of the Virgin
    name and his own-high profile personality" (Roderick Oram,
    FINANCIAL TIMES, 5/2).
         IT'S NEVER TOO LATE TO SAY, SAYONARA:  Coca-Cola has had to
    slash their prices in Japan as retailers have come out with
    discount colas.  The "onslaught of inexpensive, generic soft
    drinks" are "hurting the sales and influence of brand-name sodas"
    (WALL STREET JOURNAL, 5/2).
         COORS HEADS OVERSEAS:  This morning's "Bloomberg Business
    News" reports that Coors Brewing plans to spend more money "on
    getting a bigger piece of the foreign beer market."  Anheuser-
    Busch and Miller Brewing already have foreign expansion efforts
    underway (PBS, 5/2).
         A-B MESSES WITH TEXAS:  Anhesuer-Busch is testing a "for-
    Texas-only-specialty" beer, ZiegenBock Amber.  Brewed in Houston,
    it will "challenge the huge regional presence of Gambrinus'
    Shiner Bock" (BRANDWEEK, 5/1 issue).
    

    Print | Tags: Anheuser Busch, Coca-Cola, PepsiCo
  • NHL SIGNS RUSSELL AS ALL- STAR SPONSOR; LOOKING TO BREAKOUT

         Russell Athletic will sign on as title sponsor of NHL's All-
    Star balloting for the '96 game in Boston, according to Terry
    Lefton in the current issue of BRANDWEEK.  Lefton also reports
    that the NHL is "shoring up its roster" of sponsors for its
    grassroots tournament, "Breakout."  Details are not final, but it
    is expected the Russell deal "will be akin" to the program used
    by MLB in which apparel retail chains such as Champs and J.C.
    Penny were used as voting sites.  For Russell, the "buy is the
    latest in a series of increasingly aggressive marketing moves,"
    as they plan a sweepstakes to coincide with balloting.
    Blockbuster had been the NHL's All-Star balloting sponsor.  For
    "Breakout," the NHL has signed Bauer, Nike, Coke, Sports
    Illustrated For Kids, and Hyperwheels as sponsors of its nine-
    city grassroots tour.  NHL Enterprises Senior VP & COO Rick
    Dudley said the program is "all about lowering the barriers of
    entry to ice hockey."  Dudley noted the NHL has discussed with
    "potential partners" the possibility of developing official
    ice/roller hockey rinks with complete with food courts,
    merchandise stores, and a virtual reality arcades (BRANDWEEK, 5/1
    issue).
    

    Print | Tags: Coca-Cola, Foot Locker/Venator Group, MLB, NHL, Nike
  • TOP TEN AMONG MEGA-BRANDS BY '94 AD SPENDING

         The latest issue of ADVERTISING AGE lists the top 200 mega-
    brands by '94 ad spending.  The Top Ten:  1) AT&T;  2) Ford; 3)
    Sears; 4) Kellogg's; 5) McDonald's; 6) Chevrolet;  7) Toyota; 8)
    MCI;  9) Circuit City; 10) Chrysler.  Also spotted on the list:
    Budweiser (19), Miller (24), Coke & Diet Coke (30), Nike (44),
    Pepsi & Diet Pepsi (54), Coors (76), Sega (122), Reebok (130)
    (ADVERTISING AGE, 5/1 issue).
    

    Print | Tags: Anheuser Busch, ATT, Coca-Cola, DaimlerChrysler, General Motors, McDonalds, Nike, PepsiCo, Reebok, Sears, Toyota
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