SBD/January 9, 2013/Marketing and Sponsorship

Coke Zero Releases Ad Commemorating Alabama, Nick Saban On Latest BCS Title

Coke Zero yesterday broke a 30-second spot focused on Univ. of Alabama football coach Nick Saban and his team's latest win in the BCS National Championship. The ad is narrated by Nick's wife, Terry, though it opens and closes with a voiceover from Alabama radio broadcaster Tom Roberts. The spot from Melt, Atlanta, debuted on ESPN and will appear on stations in Alabama. Coca-Cola is a sponsor of Univ. of Alabama athletics (THE DAILY). AD WEEK’s Christopher Heine noted Saban early in his coaching career was a “low-paid football assistant at Kent State where he had to drive a Coca-Cola truck in his spare time to make ends meet.” Terry Saban in the spot “explains how her husband has proved critics wrong against a backdrop of autobiographical images from their marriage, his playing career and his coaching highlights.” The ad is dubbed "It's Possible to Enjoy Everything" (ADWEEK.com, 1/8).

CHAMPIONSHIP SHIRTS IN SHORT SUPPLY: In Tuscaloosa, Patrick Rupinski reports businesses throughout the state of Alabama carrying Crimson Tide apparel “had a sharp increase in business Tuesday as fans bought items commemorating the University of Alabama's back-to-back BCS national championships." Verna Rowland, who manages the Bama Fever location in Tuscaloosa's University Mall, said that the retailer “had sales comparable to those typically seen the weekend before Christmas.” The “hottest items were shirts that proclaimed Alabama as the 2012 season national champions and with ‘15’ -- the number of national collegiate football championships the Tide now claims -- and hats and shirts with the game's score.” Rowland said, “With three championships in four years, I was thinking (demand for commemorative wear) would diminish, but it really hasn't.” The Alumni Hall store in Tuscaloosa “stayed open until 2 a.m. Tuesday to accommodate postgame shoppers and then reopened in the morning.” Many of the shoppers Tuesday “were local residents.” Alumni Hall Corporate Dir Josh Belcher said that from past experience he “expects to see a lot of out-of-town shoppers buying commemorative items this weekend” (TUSCALOOSA NEWS, 1/9). In Alabama, Greg Phillips notes fans "rolled into Dothan Pavilion after the game to pick up shirts and other memorabilia from Campus Spirit and Dick's Sporting Goods." Even more fans yesterday were "flocking to area shops such as ScreenTech to gather shirts and hats commemorating the new Alabama dynasty" (DOTHAN EAGLE, 1/9).

BANK ON IT: Regions Bank will honor Alabama's back-to-back championships, and the seventh in a row for the SEC, with special branded Check Cards and checks. They were available for order beginning yesterday. Regions has been the official bank of the SEC for the past 20 years. Meanwhile, BBVA Compass released a new Alabama-branded Visa Checkcard to celebrate the university’s BCS win. The design features a crimson and white football helmet with the number 15 on it to (THE DAILY).
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