SBD/Issue 162/Sponsorships, Advertising & Marketing
Vitaminwater Planning Full Marketing Campaign Around Kobe
Published May 13, 2008
Vitaminwater recently signed Lakers G Kobe Bryant to an endorsement deal, and Glaceau Senior VP/Marketing Rohan Oza said the brand is "going to do a full 360 degree campaign with him," according to Darren Rovell of CNBC. Oza: "One part of it is around the motto he's living by now -- Carpediem." Bryant last week was named the NBA MVP, and Oza said Vitaminwater signed Bryant because he is "one of the hottest athletes in the world." Coca-Cola, which bought Vitaminwater parent company Glaceau in May '07, dropped Bryant as an endorser after he was charged with sexual assault in '03, but Oza said Glaceau "operates as an independent unit within Coca-Cola." Oza: "We came up with the decision to go after Kobe because we're fans of his and we liked the fact that he was already drinking Vitaminwater" (CNBC.com, 5/13).
Bryant Beginning To Once Again
Be Face Of Marketing Campaigns
STILL A WAYS TO GO: Detroit Free Press columnist Mitch Albom said of Bryant, "Before that rape charge, you couldn't turn on a television and not see him in some kind of commercial. Even his name was cute. ... Nobody says that about Kobe Bryant anymore. He may be popular and he may start to have an ad here or there, but he's not back to that marketable personality that he was before" ("The Sports Reporters," ESPN, 5/11).