SBD/December 23, 2013/Marketing and Sponsorship

Marketplace Roundup

State Farm Assistant VP/Marketing Tim Van Hoof indicated that the company's "State of Turbulence" ads featuring Packers QB Aaron Rodgers will remain in rotation "as the regular season ends and the playoffs begin." In Milwaukee, Don Walker wondered if Rodgers' seven-game absence due to a broken collarbone "had any effect on State Farm." Van Hoof said that there is "proof the ads are keeping State Farm in the collective consciousness of consumers" (, 12/22).

BEFORE & AFTER: In Colorado, Scott Condon in a front-page piece reports Aspen Skiing Co. is using its "Before Aspen" ad campaign "for a third -- and final -- time this winter." The print campaign has "featured unique images and usually clever catchphrases to convey the idea that Aspen, Snowmass Village and the four local ski areas define excellence in all aspects of ski life." But Skico VP/Marketing Christian Knapp indicated that the campaign "has run its course." Skico and Factory Design Labs, Denver, are "brainstorming on a new campaign" that officials hope to select by the end of January (ASPEN TIMES, 12/23).

I WORK OUT: In Orlando, Shannon Owens reported NASCAR driver Danica Patrick has "shot a new Go Daddy commercial for the Super Bowl" in which she is "looking quite buff in her muscle suit" (, 12/20). The ad was shot last Wednesday in L.A., and Patrick "was seen running alongside a host of bulky shirtless men as the cameras rolled" (, 12/18).
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