SBJ/June 4 - 10, 2001/No Topic Name

Shaq only getting bigger at Nestlé as it rolls out its Crunchmobile

Nestlé is stepping up its NBA marketing program around Shaquille O'Neal during the NBA Finals, launching a new television ad and doing grassroots marketing in and around Los Angeles. The ad, from Dailey & Associates, Los Angeles, includes in-game footage of O'Neal and touts Nestlé Crunch as the official candy bar of the NBA. It makes its debut during the Finals on Wednesday.

While that spot hits national airwaves, a recreation vehicle featuring a giant Nestlé Crunch logo and images of O'Neal will be driving through Southern California. The top of the RV reads "Out of the Way. It's Crunch Time."

A corresponding outdoor advertising campaign will include signs on buses and a giant "Shaq Wallscape" hanging near the Staples Center.

— Andy Bernstein

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NBA, Staples

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