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SBD/January 14, 2011/Marketing and Sponsorship
Names & Faces: Reebok Signs Erin Andrews To Promote ZigTech
Published January 14, 2011
Reebok announced on Thursday that it has signed ESPN's Erin Andrews "to endorse ZigTech footwear and apparel." Andrews will appear in ads breaking this spring alongside the launch of the newest line of ZigTech apparel in March (USATODAY.com, 1/13). Andrews is the first woman to be featured in Reebok's ZigTech campaign. Other endorsers of the line include Penguins C Sidney Crosby, Colts QB Peyton Manning, Bengals WR Chad Ochocinco and Wizards G John Wall (BOSTON.com, 1/13).
GETTING A FOOT IN THE DOOR: In N.Y., Bob Raissman reports as Jets coach Rex Ryan's career "moves forward," marketers are "watching him on Madison Ave." Ad agency Grey Worldwide Senior VP & Dir of Casting Services Jerry Saviola said of whether Ryan has a future as a commercial spokesperson, "Yes, I think he does. ... It's something a campaign could use as a hook. After all, this is the era of 'Jersey Shore,' right?" Saviola contends that among NFL coaches, Ryan has "separated himself from the rest of the pack." Saviola added, "But not as much as if he's able to get the Jets to the Super Bowl." Similarly, "Fox NFL Sunday" Producer Scott Ackerson said he "would not be" averse to having Ryan on the pregame show. Ackerson: "Believe me, I could figure out some ways to use Rex" (N.Y. DAILY NEWS, 1/14).
PLAYING DOUBLES: In Melbourne, Ross Brundrett notes because the Australian Open "kicks off the new tennis year, it has become a sort of launching pad for all the hot, new marketing material that has become such a necessary part" of tennis. There was Maria Sharapova "doing her very best supermodel impersonation at Crown to unveil her latest in on-court apparel," and Andy Roddick "launching his new fragrance, Lacoste Challenge." Brundrett adds, "In fact, the Open and Fashion Week seem to share more than a sort of emotional detachment for the spectators" (Melbourne HERALD SUN, 1/14).
TIME IS OF THE ESSENCE: The WALL STREET JOURNAL's John Paul Newport reports Bridgestone Golf last month gathered its top seven players, including Fred Couples, Davis Love III and Paula Creamer, and had several 30-second commercials "recorded in a 36-hour period." The American Association of Advertising Agencies noted that on average, production expenses in the U.S. for a 30-second TV spot are $342,000. That would "put the tally for the nine Bridgestone ads in excess" of $3M. Bridgestone Golf VP/Marketing Dan Murphy said that the company "spent less than that, due to the efficiency of shooting all the ads in one session, but that the costs still amounted to one fifth of the unit's total annual marketing budget" (WALL STREET JOURNAL, 1/14).
GRAND RETURN: Former NBAer Larry Johnson has launched a new line of beverages throughout the U.S. The first, "Grand Ma Ma's Sweet Southern Tea," is available in select areas, while "Atomic Dogg Super Soda" will launch soon. Both beverages will be supported by a nationwide media and publicity tour featuring Johnson, who also will star in a Grand Ma Ma's commercial set to launch early this year. The beverages are being marketing and distributed by Hall of Fame Beverages (THE DAILY).