SBD/December 11, 2013/Marketing and Sponsorship

Several Brands Face Issues Around Marketing Plans For Injured Bulls G Derrick Rose

Rose tore his medial meniscus the same day Skullcandy launched its campaign
While adidas "may be searching for a backup to its Derrick Rose-centered NBA marketing campaign," it is "not the only brand re-evaluating its message in the wake of the Bulls star's most recent injury," according to according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. Headphone maker Skullcandy "launched its 'Bass You Can Feel' ad campaign for its Crusher headphones in the Chicago market beginning Nov. 22 -- the same fateful night" that endorser Rose tore the medial meniscus in his right knee. Skullcandy's media buy "totaled 25 billboards around town, including nine walls, nine rail trestles, five digital billboards, two digital posters and two bus wraps." Those will "remain unchanged through the end of the campaign later this month, but Skullcandy quickly shifted its 30-second TV spot featuring Mr. Rose, replacing a product-focused tagline with one that reads 'We All Face Challenges,' along with the 'Support DRose' hashtag." The switch was "designed to acknowledge the injury but also to send a message to fans." Like adidas, Skullcandy has a "stable of other NBA athletes in its endorsement family," including Thunder F Kevin Durant, Nets G Deron Williams and Rockets G James Harden, all of whom "got extra attention from the brand last season" while Rose was out with a torn ACL. Meanwhile, Giordano's Pizza, the Chicago-based chain in which Rose bought a minority stake last year, was "entering the final week of its 'Hungry' ad campaign featuring the former NBA MVP on highway billboards" when he was injured. Those ads had "come down a few days before in favor of holiday-themed ads (as planned), but its other marketing effort around Mr. Rose will be put on hold for now" (CHICAGOBUSINESS.com, 12/9).
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