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SBD/2/Sponsorships Advertising Marketing
GATORADE WEIGHS RETURN OF "BE LIKE MIKE" CAMPAIGN
Published May 2, 1995
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).