SBD/2/Sponsorships Advertising Marketing


     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).
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Related Topics:

Coca-Cola, PepsiCo

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