SBD/18/Sponsorships Advertising Marketing


          In a strategy "aimed at forging brand loyalty by
     tapping regional preferences," CA-based Dreyer's Grand Ice
     Cream Inc. is teaming with the NFL to produce a series of
     "football flavors" featuring team colors and logos,
     according to Douglas Robson of the S.F. BUSINESS TIMES.
     Bolstered by its "successful launch" of Pittsburgh Crunch 
     last season, Dreyer's will "unveil" a total of five NFL
     flavors in '97, including Buffalo Blitz, Carolina Panthers
     Chip and Frozen Tundra Chip for the Packers.  Dreyer's uses
     the Edy's brand name in markets east of the Mississippi
     River.  Robson writes that while Dreyer's "gains positive
     exposure with football enthusiasts ... the NFL becomes
     associated with a product predominantly purchased by women
     and enjoyed by all ages."  Robson adds that the alliance
     could account for "up to" 10% of Dreyer's sales in a given
     market (S.F. BUSINESS TIMES, 9/15 issue).

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