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Cubs Using "That's Cub" As '17 Marketing Slogan Despite Negative Historical Connotation

The Cubs this week "began rolling out the first elements" of "That's Cub," the "centerpiece slogan" of their '17 marketing efforts, according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. What "began as a mantra among players and coaches" has evolved into the "theme that will adorn billboards, TV spots and CTA bus ads beginning next month." Cubs President of Baseball Operations Theo Epstein first introduced the phrase to season-ticket holders at an "end-of-season event" in '13. It was a phrase that "historically would have been used to describe the gaffes and bad breaks of perennial lovable losers." But after last season's World Series title, it "symbolizes a new era of Cubs baseball and reinforces the way the team wants people to think about its brand." Schafer Condon Carter, Chicago, is the club's ad agency of record, and the campaign will "take the slogan beyond the players to use it as a way to define other things they want to associate as 'Cub' in nature." That will mean ads "showcasing fans flying the W flag and grandparents taking grandchildren to Wrigley Field, in addition to celebrating great hustle on the field and charity work off the field." The team's "Fly the W" slogan "will live on." But Cubs VP/Marketing Alison Miller said that it will be "reserved for postseason marketing efforts" (CHICAGOBUSINESS.com, 2/22). In Chicago, Lewis Lazare noted the campaign's debut video "does, in rather subtle fashion, allude to the team's World Series win in one way." The final image in the video is of the team's "collective reaction" as soon as they won the World Series (BIZJOURNALS.com, 2/22). 

STILL IN THE HUNT: In Chicago, Mark Gonzales noted MLB Commisioner Rob Manfred "wasn't as forthcoming Tuesday as Cubs officials were last month in expressing a desire for Wrigley Field to host" the '20 All-Star Game. Manfred: "I'm not going to get into specific years because there are a number of clubs ... that have interest in particular years, and I don't want to say anything that would suggest that that we're near making a decision." But Manfred is "fully aware of the Cubs' efforts as they are in the midst of renovations that could make Wrigley a viable host" (CHICAGO TRIBUNE, 2/22). 

SAY IT AIN'T SOSA: In Chicago, Paul Sullivan cites sources as saying that the Cubs have closed the door on the "possibility of ending" the 13-year exile of former player Sammy Sosa. Sosa on Tuesday "compared himself to Jesus Christ when asked about speculation" he had used PEDs, while also pointing out that not even Baseball HOFer Ernie Banks "hit as many home runs as him." Cubs Chair Tom Ricketts and other "high ranking officials apparently weren't happy with the interview and have decided to stop talking" about Sosa (CHICAGO TRIBUNE, 2/23). 

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