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SBD/Issue 94/Sponsorships, Advertising & MarketingPrint All
One Of Coca-Cola's New Ads Features
Characters From Fox' "The Simpsons"
SODA SPOTLIGHT: In Atlanta, Jeremiah McWilliams notes Coca-Cola is “taking a rare opportunity this year to outduel its main rival on television’s biggest stage,” as PepsiCo will not run an ad for its beverage brands. Coca-Cola North America CMO Katie Bayne said, “As far as our competitor choosing to go somewhere else, we’ll miss them. At the same time, I know they have other things planned. We have been planning on the Super Bowl for a long time.” PepsiCo “insists that its retrenchment on the broadcast is not related to Coca-Cola’s presence, or with the Super Bowl’s value as a marketing vehicle.” Pepsi North America Senior VP/Communications Peter Land: “The Super Bowl is a great platform for the right brand at the right time. Our decision is in no way a knock on the Super Bowl at all” (ATLANTA CONSTITUTION, 1/28). In N.Y., Stuart Elliott noted PepsiCo execs, in explaining why they chose not to purchase ad time during the Super Bowl, said that they “wanted to concentrate on a campaign centered on philanthropy and the social media.” Coca-Cola, by incorporating social media and philanthropic elements to its campaign, is showing PepsiCo that "when it comes to Super Bowl advertising, you can walk and chew gum at the same time" (NYTIMES.com, 1/27). Bayne said that plans to benefit the Boys & Girls Clubs of America, as well as other organizations through cash matching and My Coke Rewards points-matching efforts at livepositively.com, "were in place well before Pepsi announced it would put its focus behind” its Refresh Everything Project (ADAGE.com, 1/27).
Tebow Did Not Expect So Much Buzz
About His Super Bowl Ad Appearance
LOOKING TO CASH IN: In Boston, Ron Borges writes by accepting the Focus on the Family spot, CBS is showing that the Super Bowl is designed "to sell TV spots," and not to "bring Americans together." Borges speculates the net accepted the commercial because "with less than 10 days to go before the Super Bowl airs, CBS still has unsold spots, a circumstance born from the collapsing economy" (BOSTON HERALD, 1/28). NBCSPORTS.com's Mike Celizic wrote CBS plans to run the spot because it "needs the money." Celizic: "There is no other reason -- and certainly no good reason -- for anyone, including a television executive, to decide that the ethical standards which had stood for generations are suddenly no more worth preserving than that hairball the cat just coughed up." CBS will "still have standards, except they'll be based on money and who'll be upset." But Celizic contends neither CBS "nor any other network will take an ad from an atheist group whose message is there is no heaven, no hell and no god," because that "would tick off the paying customers" (NBCSPORTS.com, 1/26). In Chicago, Jim O'Donnell writes CBS "must be desperate to sell out remaining ad inventory" for the February 7 game. The network's decision is "wretchedly inappropriate." O'Donnell: "At any point in time, did the CBS jambones consider the across-the-board implications of their decision?" The legacy of CBS' decision "will be a dicey one to the NFL and all future sports programming" (CHICAGO SUN-TIMES, 1/28). In West Palm Beach, Dave George predicts the spot will "be the last of its kind for CBS and other networks in the Super Bowl rotation." If the ad runs, "it will be because no boycott threat is sufficient enough to push CBS affiliates into withholding the exclusive Super Bowl broadcast from their respective markets" (PALM BEACH POST, 1/28).
NOT THE WORST THING IN THE WORLD: In Birmingham, Ray Melick writes, "I'd rather watch an ad that makes me think than one that makes me blush, which happens too often as it is." Melick: "If one commercial actually causes us to question something, is that really so dangerous?" (BIRMINGHAM NEWS, 1/28). An AUGUSTA CHRONICLE editorial stated CBS "seems to be sticking to its guns" in regards to airing the ad, and has in fact "more or less invited other advocacy groups to air tastefully produced ads." The editorial: "And why not? Shouldn't we be celebrating free speech, rather than trying to curtail it?" (AUGUSTA CHRONICLE, 1/27).
KEEPING THE WRONG COMPANY: In Orlando, Scott Maxwell wrote his "only beef" with Tebow's decision to participate in the spot "has to do with the group he has chosen to hook up with." Focus on the Family "does more than promote alternatives to abortion." The group is "responsible for some of the most divisive and intolerant, religious-based campaigns of our time, opposing everything from human rights to diversity." Maxwell: "Someone who wants to spread an abortion message would be more effective by teaming up with a group that has less baggage and is more respected by more Americans" (ORLANDOSENTINEL.com, 1/27).
Snickers Returning To Super Bowl
With Spot Featuring Betty White
SPECIAL DELIVERY: In N.Y., Stuart Elliott reported Papa John's Int'l "will advertise for the first time during a Super Bowl game" this year, with plans for an ad "that may not look to many viewers like one." The spot, "scheduled to air near the two-minute warning of the first half," will feature Papa John's Founder & Chair John Schnatter "delivering pizzas to the people behind the scenes at Super Bowl XLIV on Feb. 7 -- the on-field painters, for example." The ad, via Zimmerman Advertising, Ft. Lauderdale, "will be filmed on Sunday during the Pro Bowl by NFL Films for that in-the-game look." Due to the Super Bowl and Pro Bowl both being played at Sun Life Stadium, when the "commercial appears during the Super Bowl it may seem as if it is taking place live." Elliott noted the ad is "part of an agreement by Papa John's to become the official pizza sponsor" of the NFL and Super Bowl XLIV. Papa John's "made the deal to run the spot with the NFL rather than with CBS" (NYTIMES.com, 1/27). Papa John's had "hoped to film live on Super Bowl Sunday, but was told it would be impossible, due to game-day security" (ADAGE.com, 1/27).
Watch Denny's Teaser For Its Super Bowl Spot
FREE FALLIN': Denny's will return to the Super Bowl for the second consecutive season, this time with three ads. A 30-second ad airing in the third quarter will announce the restaurant's free Original Grand Slam breakfast offer on February 9, with a voiceover saying, "It's going to be a tough week for egg layers." The breakfast offer is again highlighted in a second 30-second spot running in the fourth quarter, while a 15-second ad prior to the two-minute warning will re-launch Denny's free Grand Slam birthday offer. The ads come via Goodby, Silverstein & Partners, S.F. (Denny's). ADWEEK's Eleftheria Parpis notes Denny's gave away "2 million Grand Slam Breakfasts last year two days after the Super Bowl" following a similar promotion (ADWEEK.com, 1/28).
NOTHING BUT THE TRUTH: truTV officials said that the network's decision to advertise during the Super Bowl "for the first time is a sign of growing vigor," as the network is "two years into a rebranding effort." truTV is promoting its new series "NFL Full Contact" and will feature Steelers S Troy Polamalu in the ad. In Atlanta, Jeremiah McWilliams reports the spot "appears to be the network's most expensive advertising buy to date." truTV Exec VP & GM Marc Juris: "This one was a bit of a no-brainer. This would be a great way to reach a very engaged and interested football audience" (ATLANTA CONSTITUTION, 1/28).
STUCK ON THE SIDELINES: AD AGE's Jeremy Mullman reported Colts QB Peyton Manning, the NFL's "most prolific endorser," could be "sidelined during a Super Bowl in which he'll be playing a starring on-field role ... barring any last-minute reversals." None of Manning's "myriad brand-backers," including MasterCard, Sony and DirecTV, are "currently slated to run any Super Bowl ads." Sprint, despite being an "official sponsor of both the game and the NFL, as well as having active endorsement deals with Mr. Manning and [Saints QB] Drew Brees, is using its only Super Bowl spot for a secondary brand, Boost Mobile." Q Sports Marketing Founder Patrick Quinn: "It has nothing to do with Peyton's desirability, because he's probably the best pitchman going" (ADAGE.com, 1/27).
OPEN BAR? MEDIA magazine's David Goetzl reports InBev's acquisition of Anheuser-Busch in late '08 "has some wondering whether InBev will allow ... MillerCoors to buy coveted Super Bowl time." A-B has "exclusivity in the alcoholic beverage category" for the Super Bowl, but former A-B marketing exec Tony Ponturo "thinks the day is coming" that the brewer will relinquish the exclusivity. Ponturo believes that the brewer "will continue to buy some spots, but won't spend the premiums needed to keep competitors off the stage." Ponturo: "I just think that there's an overall philosophy that it's a lot of money and they can still have a strong presence, but then use that money for other things" (MEDIA, 1/ '10 issue).
Right Guard's NBA-Themed Ad Campaign
Most Likely Features Game Footage Of Paul
The latest Davie Brown Index, which evaluates celebrities across several attributes, puts Colts QB Peyton Manning's awareness score on par with Vikings QB Brett Favre, singer Diana Ross and actor Colin Farrell. Meanwhile, Manning's likeability rating is comparable to singers Jon Bon Jovi and Elvis Presley, NASCAR HOFer Richard Petty and actor Jake Gyllenhaal, and his aspiration score is among the top 50 in the DBI database and is similar to scores for Pro Football HOFer Joe Montana, Suns F Grant Hill, actor Denzel Washington and Dick Clark. Saints QB Drew Brees' appeal score on the DBI is actually higher than Manning's, but Brees' awareness score is half of that of his Super Bowl XLIV counterpart. Brees trails Manning in every other DBI attribute. The following lists DBI scores for Manning, Brees and Saints RB Reggie Bush (THE DAILY).PlayerDBI ScoreAwarenessAppealAspirationEndorsementTrustPeyton Manning78.9984.5776.7373.1275.0565.89
Reggie Bush61.1559.2775.9263.6666.6956.27 Drew Brees51.8342.4477.1867.2267.3561.30
LIVING IN THE MOMENT: CNBC.com's Darren Rovell reported Provide Commerce, owner of online flower Web site ProFlowers, signed a deal this week that will give the company the rights to use Brees' "image in its digital advertising for a period of two weeks" beginning Monday. Brees as part of the deal "won't have any speaking role, but the fact that a deal has been struck since the Saints made it into the Super Bowl is a good sign" for Brand Affinity Technologies (BAT), which made the deal "possible." BAT "has 22 Saints and 18 Colts on its roster of players willing to hear proposals from companies," and BAT President & CEO Ryan Steelberg "suggests that savvy companies might want to sign a player to a deal before the big game that extends beyond it" (CNBC.com, 1/26).
Vilma Appearing In Edible
Arrangements '10 Ad Campaign
AT RECEIVER, BUGS BUNNY: Brees is featured along with several Warner Bros. Looney Tunes characters in a limited-edition ad piece that commemorates Brees in '08 becoming in the second NFL QB to throw for more than 5,000 yards in a season. "Catch Dat Brees" depicts Brees completing the pass to Bugs Bunny. This marks the first animated Warner Bros. sports limited-edition piece to feature an athlete in nearly a decade. Proceeds will benefit the Brees Dream Foundation (Broadman Fine Arts).
IT'S A FAMILY AFFAIR: CNBC.com's Rovell noted it is "hard to be more marketable than Peyton Manning," but his father, Archie Manning, who played for the Saints from '71-82, "might have him beat this Super Bowl." Leverage Agency CEO Ben Sturner said, "For a clever marketer, Archie could be a big win. I could see him doing three or four last minute deals here. It depends on how nimble the marketers are." ProVentures Group President Patrick McGee said that he thinks Archie "can do as many as five speeches for corporate America in Miami, garnering up to $20,000 a piece" (CNBC.com, 1/25).
HE MEASURES UP: PRO FOOTBALL TALK's Mike Florio reported projected first-round NFL Draft pick RB C.J. Spiller has signed a six-figure, "exclusive, multi-year memorabilia arrangement" with Razor Entertainment. Florio wrote contracts of that value have "become a rarity in the current economy, and it could be a sign that things are turning back around" (PROFOOTBALLTALK.com, 1/27).
Royal Bank of Canada will announce this afternoon that it has signed endorsement deals with three golfers. Luke Donald and Morgan Pressel both will wear the RBC logo on their bag and left sleeve. IMG represents the two golfers. Fred Couples will also now put the RBC logo on his bag. Couples is represented by Players Group. RBC last week announced new endorsement deals with Mike Weir and Stephen Ames to join existing endorser Anthony Kim. RBC works with IMG on golf marketing (Jon Show, SportsBusiness Journal).
Emirates Airlines Has Become Premier Sponsor,
Official Airline Of BNP Paribas Open
EASTERN PROMISES: In a front-page piece for the WALL STREET JOURNAL, Loretta Chao reports former NBAer Stephon Marbury, who has signed to play with the Taiyuan Shanxi Zhongyu Professional Basketball Club, "isn't playing in China for the money," rather he is there to "promote his shoe and apparel brand" Starbury. The market for Marbury's shoes and apparel is "potentially huge," as the NBA "estimates that 300 million people play basketball in China." Marbury is the "biggest [NBA] star ever to have played professional basketball in China," and his "reputation as a top-notch point guard is still relatively untarnished" in the country. But his team is "one of the worst teams in the league," and Taiyuan is "markedly less tourist-friendly, internationalized and cosmopolitan than" Beijing and Shanghai. U.S. Basketball Academy President Bruce O'Neil: "If he lasts 10 days, I'll be amazed" (WALL STREET JOURNAL, 1/28).
STAR TURN? In Boston, Gary Washburn notes reserve players for the NBA All-Star Game will be announced tonight, and a selection to the Eastern Conference team for Celtics G Rajon Rondo "would increase the visibility and perhaps marketability of one of the NBA's top young point guards." Rondo is a "smooth, well-spoken player who has picked up Ray Allen's dapper dressing style." Rondo's "reluctance to pursue marketing opportunities" is the "biggest obstacle faced" by his agent, BDA Sports CEO Bill Duffy. Rondo has deals with Red Bull and Dunkin' Donuts, but he "has resisted delving into other deals." Duffy: "A lot of stuff we present to him, he's not interested in" (BOSTON GLOBE, 1/28).
BLAST FROM THE PAST: In Minneapolis, Jerry Zgoda reported T'Wolves G Jonny Flynn during Tuesday's game against the Knicks "unveiled a pair of blue suede basketball shoes." Flynn, who has a deal with Nike, "called them 'throwback' sneakers that follow the theme of the 1989-90 jersey the Wolves wore once again" (Minneapolis STAR TRIBUNE, 1/27).