Ocean Spray "likely will scrap" its NFL tie in a "sweeping
sponsorship re-evaluation that will focus the association closer
to its core demographic of female grocery shoppers." Carol
Trifone, Manager of Ocean Spray Consumer Promotions, said this
fall would be the company's last with the league. Trifone said
Ocean Spray will maintain its NCAA support, with backing of the
Women's Sports Foundation and Dennis Connors' Stars & Stripes
also "likely keepers." ... CMG Worldwide was named to represent
thoroughbred racehorse Cigar for marketing and licensing. Three
charities will share in the proceeds from Cigar's marketing. ...
L.A. Gear will join with Kraft's Kool-Aid brand for "heavy"
cross-promotion during back-to-school with the launch of its
color-changing Graf/x shoes. In August, L.A. Gear will place a
coupon for Graf/x in 6 million packs of Kraft's Kool-Aid bursts
brand. L.A. Gear breaks spots featuring Graf/x on Nickelodeon
this week. ... BRANDWEEK's Marlo Matzer looks at the branding of
Shaquille O'Neal, as O'Neal's agent, Leonard Armato "keeps the
message consistent so as not to confuse or alienate fans."
Armato's brand positioning: "OK are kid-friendly, humorous roles
such as the genie role in 'Kazam' ... but conventional action-
film roles are shunned for now" (BRANDWEEK, 7/15 issue).
