NY-based New Era, the official cap supplier of MLB,
will "next month take that status into the consumer
marketing pipeline" with the first TV ads "in the company's
77 year history," according to Terry Lefton in BRANDWEEK.
Ads from its new agency, VT-based Jager DiPaola Kemp, break
April 14 on ESPN's MLB games, as New Era "shifts from a
print-only strategy and updates its own brand with a new
logo," also created by Jager DiPaola Kemp. Ads to be shot
will make an "all American appeal," with "vintage and
contemporary game footage to leverage the heritage" of New
Era and the game of baseball, "rather than relying on a
specific player spokesperson." The new tagline is "Proud to
play." With a retail price of $22, "better than twice that
of many one-size-fits-all" caps, New Era hopes to "justify"
the price difference "with a message of quality and
authenticity" (BRANDWEEK, 3/10 issue).
MORE BALL TALK: Yankees SS Derek Jeter is "close to
completing a deal" to be a new spokesperson for NY-based
Emigrant Savings Bank (BRANDWEEK, 3/10 issue).
