SBD/December 5, 2012/Marketing and Sponsorship

Marketplace Roundup

SodaStream's Super Bowl ad will "go right at the Cokes and Pepsis"
MEDIA POST’s David Goetzl reported SodaStream, which “markets a device that turns tap water into carbonated beverages, is taking its efforts to sell itself as an eco-friendly, feel-good alternative to conventional soft drinks to advertising’s biggest stage.” The company said that it has “purchased a spot in CBS’s February coverage of the Super Bowl.” The ad “promises a new twist on a compelling spot in a current campaign, which shows people starting their SodaStreams, followed by explosions of plastic soft-drink bottles.” SodaStream indicated that it will “go right at the Cokes and Pepsis.” Its ad is being created by "legendary adman" Alex Bogusky. SodaStream said that its ad is “scheduled for the fourth quarter.” CBS has “already approved the SodaStream spot” (MEDIAPOST.com, 12/4).

WARM & FUZZY: Fuzzy's Ultra Premium Vodka will be the major sponsor for the '13 Izod IndyCar Series "Triple Crown," which will feature the Indianapolis 500, Pocono IndyCar 400 and MavTV 500 at Auto Club Speedway. The "Fuzzy's Triple Crown" will award a $1M payout to any driver who can win all three events, or a $250,000 bonus to a driver who wins two of the three races. Fuzzy's is IndyCar's official vodka as well as the primary sponsor for Ed Carpenter Racing (IndyCar). The Triple Crown was “part of IndyCar’s schedule most years from 1971 through 1989" (INDYSTAR.com, 12/4).

TIME TRIALS: Rolex today announced that it will be F1’s “official timekeeper and timepiece" starting next season after agreeing to a global partnership. As part of the deal, the Rolex logo “will be positioned around grand prix circuits and at certain corners during races with the Swiss company saying its presence would develop over coming seasons.” South Korean electronics group LG, which “signed a five-year deal in 2008 to be the official data processor, have had their branding on timekeeping systems in recent seasons.” Swiss brand Hublot has been F1's official watchmaker since '10 (REUTERS, 12/5).

YOU'RE UNBELIEVABLE: In DC, Sarah Kogod reported Redskins QB Robert Griffin III on Monday “debuted his new adidas cleats, dubbed ‘crazyquick,’ during pregame warmups.” The shoe “features the two words he made famous” while accepting the Heisman Trophy last year -- “unbelievably believable.” Griffin trademarked that phrase “shortly after the ceremony, so it was only a matter of time before we saw it on some gear” (WASHINGTONPOST.com, 12/4).
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