Marketplace Roundup

Erving Taking Part In New Ad Campaign From Dr Pepper

The WALL STREET JOURNAL's Suzanne Vranica reports Dr Pepper today is launching an "estimated $35[M] ad campaign ... with the message that people should drink the soda slowly." Basketball HOFer Julius Erving, whose nickname is Dr. J, is one of "a couple of fictional doctors to star in the TV spots." Erving in one spot says, "Scientific tests have proven that when you drink Dr Pepper slowly, the 23 flavors taste even better. I get it 'cause half my life has been in slow motion." In the spot, Erving "is seen in slow motion making an amazing shot: landing an ice cube in a glass" (WALL STREET JOURNAL, 7/28).

NEW DEALS: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports Living Essential's 5-Hour Energy "is making its initial foray into sports marketing" by signing Giants DE Osi Umenyiora and Browns WR Braylon Edwards. 5-Hour Energy will use the players in TV, print and online ads "for an in-house campaign that should break with the NFL season." Meanwhile, Lefton also reports Hornets G Chris Paul is the latest addition to Vitaminwater's NBA endorser base. Sources said that Paul signed a multi-year deal for about $250,000 annually and "recently filmed an ad along with fellow NBA players and Vitaminwater backers LeBron James, Kobe Bryant and Deron Williams." Octagon handles Paul's marketing (SPORTSBUSINESS JOURNAL, 7/28 issue).

BURY GOOD CHOICE: In Boston, Shanahan & Rhone report Red Sox CF Jacoby Ellsbury's signature owater flavor, strawberry-pomegranate, has "finally hit stores." Ellsbury signed an endorsement deal in May with owater and said while recording an owater ad, "I'm going to get behind a product, I need to believe in it, and I do." owater President & CEO Tom First, who "made a mint with Nantucket Nectars," has several high-profile investors in the initiative, including Celtics F Kevin Garnett, chef Ming Tsai, NBC's Tiki Barber, Football HOF QB Steve Young, and Bank of America Chair Chad Gifford (BOSTON GLOBE, 7/28).

TIME TO PUNT? In Milwaukee, Kathleen Gallagher reported All-Star Fantasy Football Hats LLC, makers of a "patented, fleece-lined, regulation-look football helmet ... is out of money." Though the company has a licensing agreement with 20 U.S. colleges and "encouragement from [NFL execs], they can't even produce" the helmet. The company's predicament is "an all-too-common problem in Wisconsin: too many start-ups with great potential but sketchy playbooks" (MILWAUKEE JOURNAL SENTINEL, 7/27).