SBD/2/Sponsorships Advertising Marketing

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).
Return to top

Related Topics:

BBDO, Coca-Cola, PepsiCo

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug