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SBD/6/Sponsorships Advertising Marketing
HAS THE BELL RUNG FOR A TREND OF TEASER ADS?
Published July 6, 1995
The "teaser" ad campaign by Taco Bell featuring Shaquille O'Neal and Hakeem Olajuwon is profiled by Dottie Enrico of USA TODAY. Teaser ads "are now the marketing gimmick of choice for new fast-food products and car introductions." Taco Bell's Jerry Gremaglia said they have "never done much in the sports marketing area, but we certainly think we've become bigger players because of our deal with Shaq and Hakeem." Taco Bell also ran teaser ads for their "Border Lights" during the Super Bowl, and that "campaign's success encouraged Taco Bell to use teasers to launch" their new product, "the Double Decker" that comes with a hard corn shell wrapped by a soft tortilla shell. The first Taco Bell ads in the $25M campaign featuring the two stars will begin Saturday (USA TODAY, 7/6). MO' MONEY, MO' MONEY: O'Neal and Olajuwon "are mulling a pay-per-view event where" the two would play each other one-on- one. O'Neal's agent, Leonard Armato, said the event is a "possibility" (Dottie Enrico, USA TODAY, 7/6).