SBD/January 11, 2013/Marketing and Sponsorship

Names & Faces: Dale Jr. Coming Out With Branded Line Of Potato Chips

Earnhardt Jr.'s new chip brand will be available nationwide starting in February
In Minneapolis, Sam Black reported Minnesota-based KLN Family Brands announced a new relationship with NASCAR driver Dale Earnhardt Jr. that "will begin with the launch of four flavors of potato chips." KLN and Earnhardt have formed Dale Jr. Foods, which will release chips in Crispy Original, Carolina Barbecue, Creole & Green Onion and Zesty Jalapeno flavors. The chips "will be available nationwide ... starting in February" and will be sold in various sizes (BIZJOURNALS.com, 1/9).

SUGAR & SPICE: BLOOMBERG NEWS' Danielle Rossingh reports tennis player Maria Sharapova spent $500,000 to set up Sugarpova, her own candy brand, but she "may more than double her money" in just the first year. The brand was introduced Thursday in Australia ahead of Monday's start of the Australian Open. IMG Tennis' Max Eisenbud, who reps Sharapova, is "forecasting sales of 1 million bags in a year as distribution starts in the U.K., Australia, Japan, Canada, Russia, India and China." Sharapova makes as much as $1.10 per bag (BLOOMBERG NEWS, 1/11).

I NEED A HERO: In N.Y., Adam Edelman reports former MLSer David Beckham will star "in an upcoming ad campaign for H&M directed by Guy Ritchie" in which he is cast "as an action hero." In the "humorous campaign, Beckham is seen running through the streets of Beverly Hills dressed only in his underwear." The ad will debut on Feb. 6 and is "meant to coincide with Valentine's Day" (N.Y. DAILY NEWS, 1/11).

RUSSIAN DRESSING: In DC, Sarah Kogod wrote a new Gillette ad featuring Capitals LW Alex Ovechkin is "awesomely confusing." The spot, which is airing in Russia, has "everything -- rainbow kites, library ladies, ghosts, a random guy with a chainsaw, Elvis being kidnapped by a monkey." Kogod: "So much randomness." It also gives a "few different looks" for Ovechkin (WASHINGTONPOST.com, 1/10).
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