SBD/May 16, 2012/Marketing and Sponsorship

Names & Faces: Verlander's "Fastball Flakes" Have Sold Over 110,000 Boxes Since Feb.

Verlander's "Fastball Flakes" is one of PBL’s best-sellers over the past five years
CRAIN'S DETROIT BUSINESS' Bill Shea noted more than 110,000 boxes of "Fastball Flakes," featuring the image of Tigers P Justin Verlander, have been "sold since the limited-edition frosted corn flake cereal was launched in February." Pittsburgh-based PBL Sports Account Manager Doug Ritchart, whose company manufactures the cereal, said, "This has been one of our more successful products." Ritchart added that Verlander’s cereal is one of PBL’s "best-sellers over the past five years." The product will be on sale "until all boxes are sold, but he didn’t disclose how much inventory is on store shelves." The company’s most famous product is its “Flutie Flakes” cereal, created for former NFLer Doug Flutie in the late '90s. Ritchart said that PBL sold "more than 2 million boxes of 'Flutie Flakes' -- making it the company’s best-selling product" (CRAINSDETROIT.com, 5/14).

CAN YOU HEAR ME NOW?
In Milwaukee, Don Walker noted the Brewers have "released the third of five promotional ads" featuring Packers QB Aaron Rodgers. The latest spot, called "Bad Reception," features a "special guest who calls Rodgers on his cell phone while he's on the mound." The ads were handled by 2-Story Creative and Metaphystico, and the shoot occurred "in late February in Arizona." The team plans to "release two more ads in the coming weeks" (JSONLINE.com, 5/14).

ALL ABOUT SOUL: SOUL Electronics has partnered with gold-medal winning sprinter Usain Bolt, who will be a development partner for his own special edition headphones, scheduled to hit the market this summer. Bolt also will be featured in the company's upcoming "SOUL of Greatness" video series (SOUL).
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