Gatorade Celebrates Jordan In TV Ad For Limited Edition Bottles
Gatorade is "getting back to its roots" with a new TV spot celebrating Michael Jordan in an effort to promote its new limited edition Jordan Series bottles released earlier this summer, according to Todd Wasserman of BRANDWEEK. Jordan, who last appeared in spots for Gatorade in '03, "doesn't actually appear in the ad, which shows workers putting together about 19,000 color-coded bottles that light up to show his image." The spot, via TBWA/Chiat/Day, L.A., was shot July 13 in Chicago and debuted Sunday. Gatorade spokesperson Jennifer Schmit said that the "impetus for the bottle and the campaign was Jordan's induction" into the Basketball HOF later this year. PepsiCo Americas Beverages CEO Massimo d'Amore last week said that the bottles "were exceeding expectations." Wasserman noted successful sales for the bottles "would be a bright spot in an otherwise dismal year for the brand." Critics said that the brand's new "G" ad campaign featuring celebrities like Muhammad Ali, rapper Lil Wayne and Yankees SS Derek Jeter "hasn't helped the brand." New Jersey-based Cascadia Consulting Senior Partner Bill Sipper said that "getting Jordan on board isn't going to help" either. Sipper: "Anyone who followed Michael Jordan 30 years ago is not their prime consumer today." But Leverage Agency President Ben Sturner said, "Bringing back Michael Jordan is a no brainer for them because that's where they took off and he has a brand -- when you think about Michael Jordan you think about Gatorade" (BRANDWEEK.com, 7/28).
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