SBD/9/Sponsorships Advertising Marketing

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  • BREATHE RIGHT TO INITIATE NEW MARKETING CAMPAIGN/COLORS

         CNS, the MN-based company that manufacturers Breathe Right
    nasal stripes, will break a new print campaign around the product
    in July and expand distribution to sporting goods stores.  The
    ads will take "a humorous tack," according to the current
    BRANDWEEK, by showing people wearing Breathe Right with the
    tagline, "Don't Laugh. It works."  The ads, created by MN-based
    Sietsema Engel & Partners, will "run in general interest and
    women's service books."  CNS VP of Marketing Paul Hodgdon said
    their budget is "significantly larger" than the $1M spent last
    year.  A separate campaign under development will run this fall
    to "target athletic consumers" with Breathe Right's presence in
    sporting goods stores and by introducing "conservatively" colored
    stripes (Pam Weisz, BRANDWEEK, 5/8 issue).
    

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  • ESPN TO INTRODUCE MASTERCARD; A DREAM FOR SPORTS CONSUMERS?

         ESPN Enterprises and MBNA America will introduce the ESPN
    MasterCard.  According to ESPN, card holders will be rewarded
    with exclusive access and discounts on sports vacations, events,
    instructional sports camps, private parties with athletes, and
    ESPN merchandise.  ESPN MasterCard holders will also qualify for
    special VIP opportunities to attend "Dream Week" and "Dream
    Weekend" sports vacations at major sporting events.  These events
    will be held in conjunction with Dream Week, Inc., which handle
    sports fantasy vacations.  Customers will also be able to
    accumulate points through purchases to be redeemed for discounts
    on other sports products (ESPN).
    

    Print | Tags: ESPN, MasterCard, MBNA America Bank, Walt Disney
  • MARKETPLACE ROUND-UP

         Heineken, sponsor of U.S. Open tennis, will begin a "Serve
    Up A Winner" mail-in sweepstakes offering a grand prize trip for
    two to New York for the tournament with $1,000 in spending money.
    Other prizes include a trip for two to tennis camp, tennis
    lessons, rackets, and shirts (BRANDWEEK, 5/8 issue)....Both
    Russian and American officials will be present at a press
    conference this morning to introduce the "Peace Missile" driver
    and putter, new golf clubs that are made with Russian nuclear
    missile materials (Peace Missile)....The failed merger between
    Ryka and L.A. Gear is chronicled in detail in this week's
    BUSINESS WEEK. L.A. Gear President William Benford said Ryka "was
    continuing to deteriorate as we went through negotiations"
    (BUSINESS WEEK, 5/15 issue)....Reebok is suing former employee
    Mark Bossardet for $2M in U.S. District Court for "breach of
    duty."  Bossardet, who had handled Reebok's endorsers, was hired
    by Nike, and in turn signed German runner Uta Pippig.  At the
    time, Reebok believed to have had a deal with Pippig, although
    nothing was signed (USA TODAY, 5/8)....Bose was signed as
    official sound system supplier to Dennis Conner's America's Cup
    boat (Bose)....NEWSDAY's Barbara Walder criticizes the women's
    tennis "Legends Tour" for selling sponsorship rights to Virginia
    Slims (NEWSDAY, 5/7)....The Grizzlies will run a three-week "Be
    the Bear" tour in 11 communities in British Columbia and Alberta
    as they search for a mascot for their debut season (Grizzlies).
    

    Print | Tags: Heineken, Nike, Reebok
  • NHL TO PUT ITS BEST SCENT FORWARD IN SPONSORSHIP BY MENNEN

         The NHL signed Colgate-Palmolive's Mennen Speed-Stick to a
    one-year deal as the "official deodorant sponsor" of the league.
    The deal, which includes a Fox media buy that is "still in
    negotiation," runs through the '96 Stanley Cup, according to
    BRANDWEEK's Terry Lefton.  Colgate-Palmolive will use the
    sponsorship for NHL-themed free standing inserts to be made
    available starting in the fall, possibly with a sweepstakes.
    Colgate-Palmolive will also receive title sponsorship of the
    tentatively titled "Mennen Speed Shot" at the All-Star skills
    competition.  Lefton also reports Colgate-Palmolive will get a
    "yet-to-be-specified slot in the fanfest" for the '96 All-Star
    Game in Boston (BRANDWEEK, 5/8 issue).
    

    Print | Tags: News Corp./Fox, NHL
  • TOPPS DOESN'T TAKE THE WEAKENED CARD MARKET LYING DOWN

         NEW TOPPS ISSUE: Following the release of T-MB Basketball
    cards yesterday, Topps has announced it will follow that up with
    the release of T-MB Baseball cards, scheduled for shipment on
    July 3.  T-MB is the first-ever double-sided embossed card.  Each
    pack will include five T-MB cards plus one Golden Idols parallel
    card.  The Golden Idols parallel cards feature a gold-foil border
    (Topps).
         BAZOOKA JOE IS BACK:  Scheduled for release June 12, Topps
    has announced a "return to the good old days" with the
    introduction of Topps Bazooka Major League Baseball Bubble Gum
    Cards.  Each pack will contain five baseball cards, one info card
    and a piece of Bazooka Joe bubble gum and retail for 50 cents
    (Topps).
    

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  • VIDEO STORYBOARD RANKS TOP 10 AD CAMPAIGNS; NIKE BIG LOSER?

         In Video Storyboard Tests' 12th annual ranking of the top 10
    print ad campaigns for the year, Reebok's creative by Leo
    Burnettt jumped into the Top Five.  Reebok was "most often cited
    by consumers for its ads targeted to women," with popular ads
    featuring Nancy Kerrigan, soccer player Julie Foundy, and runner
    Sandra Farmer Patrick.  It was the first time Reebok used real
    women instead of models.  The WALL STREET JOURNAL's Fara Warner
    writes that "clearly, Nike was the big loser last year."  Since
    '89, Nike had ranked in the Top 10, but the company fell out of
    the rop rankings this year.  Video Storyboard President David
    Vadehra said that a re-emphasis with Michael Jordan could boost
    Nike in the coming year.  The Top Ten campaigns: Ford, Guess,
    Calvin Klein, Revlon, Reebok, Marlboro, Sears, Absolut, Camel,
    and Lexus (WALL STREET JOURNAL, 5/9).
    

    Print | Tags: Nike, Reebok, Sears
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