The MLBPA is developing "Players Choice," which is "now
little more than a licensing logo, but what [MLBPA]
licensing director Judy Heeter hopes to build into a full-
fledged brand," according to Terry Lefton of BRANDWEEK.
Heeter: "We want the public to buy the products players
choose. ... We've never harnessed that equity to this degree
and directed it at consumer targets." But Lefton reports,
"Not everyone who attended the MLBPA licensing meeting last
week was convinced of the strategy." Pinnacle Brands Chair
Jerry Meyer: "We need the PA and MLB on the same page
selling the game itself, not some new brand no one knows
yet." Lefton writes that the "most concrete property"
attached to the brand up to now is MLBPA's "Players Choice"
post-season awards show, for which sponsorships "just went
on the market." Heeter said the show "would be at a major
entertainment kingdom in Florida" and would be shown on a
major cable network (BRANDWEEK, 7/14 issue).
BRANDWEEK NOTES: For its national launch of Orange
Pineapple Tang, Kraft will do a promotion with MLS that
includes free mini soccer balls, game tickets in 10 markets,
sampling and on-field signage....Lamkin Golf Grips' $1.5M TV
campaign, which parodies Nike's "I am Tiger Woods" ads,
breaks this weekend on ABC's telecast of the British Open
...FL-based triathlon sponsor Ironman Properties signed IL-
based InGear as a sports bag and swim accessories
sponsor....RJR's Sports Marketing Enterprises unit has
signed NC-based agency Renaissance Marketing to handle its
Lowe's Home Improvement client....OR-based Moffatt/Rosenthal
Advertising was awarded a global branding account for Bausch
& Lomb's Revo Sunglasses (BRANDWEEK, 7/14 issue).
