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Volume 24 No. 116

Sponsorships Advertising Marketing

     More post-game analysis of the Super Bowl commercials from
advertising execs and ad watchers:
     WALL STREET JOURNAL:  Kevin Goldman reports that a survey of
350 Super Bowl watchers by Southfield, MI-based  Creative
Marketing Consultants found, "with two exceptions, the vast
majority of the respondents couldn't tell which products were
being advertised."  The exceptions:  Pepsi and Budweiser.  Pepsi
was recalled by 53%, although Goldman notes, with four spots and
on-air sponsorship messages, "Pepsi's results should have been
higher."  Bud had a 43% recall rate (WALL STREET JOURNAL, 1/31).
     L.A. TIMES:  While Pepsi, Bud and Dorito's were the best
remembered, "opinion was mixed on whether Pepsi's humor-laced
spots -- linked with the slogan 'Nothing Else Is a Pepsi' --
would motivate consumers to buy some," according to L.A. TIMES ad
critic Denise Gellene.  Ad execs interviewed "said some
advertisers may have been trying so hard to create a memorable ad
that they obscured the message."  A spokesperson for Honda, whose
ads ran in the 4th Quarter:  "It's a gamble, but we'd do it again
if we had a new product to introduce" (L.A. TIMES, 1/31).
     NEW YORK TIMES:  Stuart Elliott calls the game's spots
"actually enjoyable and entertaining. ... The primary reason for
the ads' unexpectedly strong showing was that they focused more
intensely on the products being pitched than on extraneous
elements like celebrity endorsers or special effects" (N.Y.
TIMES, 1/31).
     NEW YORK NEWSDAY:  Harry Berkowitz surveyed several ad execs
and writes, "Thanks to a boy in a bottle and two truckers in a
diner, Pepsi blew away other advertisers in Super Bowl XXIX."
But the execs "were no more impressed or surprised" by the spots
"than by the game's lopsided outcome."  The two women advertising
execs chose Nike's Dennis Hopper spot as the worst (N.Y. NEWSDAY,
1/31).
     SAN FRANCISCO EXAMINER:  John Flinn writes, "For
entertainment value ... it was a blowout -- for Pepsi." The Pepsi
spots (Boy in the Bottle, Truckers, Field of Dreams, Dollar
Machine) "were the ones that glued viewers to their sofas -- and
were most likely the ones being talked about long after the game
was over" (S.F. EXAMINER, 1/31).
     BOSTON GLOBE:  John Carroll's "Silver Helmet Awards":
TOUCHDOWN:  Pepsi ("Pepsi ran more knockout ads in one day than
most companies do in a year").  FIRST DOWN:  Frito-Lay ("Who's
next, Ross Perot?  'Betcha can't (giant sucking sound) just
one'").  LETDOWNS:  Nike, Pork, Wilson, HBO, Chrysler, Quaker
State.  MELTDOWNS:  A-B, McDonald's ("At least, ABC's Lesley
Visser gets bopped in the head with a ball, which serves her
right since she shouldn't be in an ad in the first place")
(BOSTON GLOBE, 1/30).
     USA TODAY:  Donny Deutsch, CEO of NYC-based Deutsch Inc.:
"As an industry, we should be embarrassed.  There was not one big
idea.  Not one fresh voice.  The agencies should all be shot"
(Horovitz, Enrico & Beyers, USA TODAY, 1/31).
     FAREWELL, STANLEY:  Nike's spot with Dennis Hopper
portraying the referee "Stanley Craver" continued to draw a mixed
reaction.  Foote Cone & Belding copywriter Bob Dorfman, who said
he "could listen to Dennis Hopper recite a shopping list," chose
his fantasy spot for Super Bowl XXX: "Next year Stanley buys some
explosives, blows up the Bud Bowl -- and takes out the McDonald's
guys and Pretzel Boy with them" (John Flinn, S.F. EXAMINER,
1/31).  Bozell's Jay Schulberg:  "It's never enough just to draw
attention to your ad.  You've got to draw attention to the
product" (Horovitz, Enrico & Beyers, USA TODAY, 1/31).  John
Carroll calls it the "wackiest monologue since Bobby Ray Inman
bagged out as Secretary of Defense" (BOSTON GLOBE, 1/30).

     According to his agent Leigh Steinberg, 49er QB Steve
Young's post-Super Bowl itinerary begins with a trip to
Disneyland today and an appearance on the "Tonight Show with Jay
Leno."  Both will be done in tandem with Jerry Rice.  Steinberg:
"He's including Jerry with him on the typical things that you
would do alone.  He just feels that way."  Steinberg said the
Super Bowl could be worth $10M in endorsements to Young (Gary
Myers, N.Y. DAILY NEWS, 1/31).  In Southern CA, Lyle Spencer
writes, "Charismatic, smart, generous and funny, Young is about
to become the biggest sports figure in America -- bigger than
Michael Jordan, bigger even than enormous Shaq, although Steve
might have to work on his rap."  Steinberg:  "The country's been
waiting for this kid" (Riverside PRESS ENTERPRISE, 1/31).

     L.A. Gear announced it has agreed to acquire Ryka Inc., a
small "but admired" maker of women's performance athletic shoes -
- a deal valued at more than $16M.  For L.A. Gear, "once a high-
flying performer in athletic shoes but now plagued by losses, the
acquisition would represent an effort to expand its product lines
and enter new niche markets."  Ryka may be better known for its
founder and CEO Sheri Poe, who has used the company as a platform
to educate women about violence and abuse.  Poe began the Ryka
Rose Foundation and pledged $10,000 a quarter to aid victims of
violence and abuse.  Ryka will remain an independent brand, and
L.A. Gear has pledged full support of the Rose Foundation.  Ryka
had just under $15M in sales in '93 and has yet to show a profit
in its 10 years of existence.  Poe will remain president of Ryka
and is expected to become a L.A. Gear director (Glenn Rifkin,
N.Y. TIMES, 1/31).  L.A. Gear CEO Stanley Gold: "The footwear
industry is beginning a consolidation phase" (USA TODAY, 1/31).
     '95 FOOTWEAR OFFENSIVE:  Athletic footwear companies "are
back on the offensive" in 1995, with "revamped" marketing
strategies, new designs and technologies, and "aggressive
expansion into new categories," according to the latest issue of
ADVERTISING AGE.  At this week's Super Show in Atlanta, the
companies get their first chance to "stake their claims" for the
next decade.  Nike will "position hockey and soccer as the
emerging sports," while Reebok will attempt to establish itself
as the "athletic performance brand of the '90s."  Adidas America,
Converse and Fila USA will "kick off a yearlong fight to be No. 3
by carving out niches for themselves, distinct from Nike and
Reebok."  Reebok will channel $20M of its $70M media budget into
"regional marketing efforts" -- featuring such endorsers as Frank
Thomas, John Elway, Shawn Kemp, and Shaquille O'Neal.  Fila use
Grant Hill for its campaign, titled "A Rookie's Journal" (Jeff
Jensen, ADVERTISING AGE, 1/30 issue).

     "In a blow to Southern California's tourism industry," Walt
Disney Co. has decided against building a $3B resort next to
Disneyland, "settling on a vastly scaled-down version instead."
When the project was unveiled in '91, it called for 4,600 new
hotel rooms, a theme park, a 5,000 seat amphitheater, a 6-acre
lagoon and two of the nation's "largest parking structures."
Some analysts note that Disney may have "been put off" by Orange
County's financial woes (Woodyard & Hernandez, L.A. TIMES,
1/31)....Coca-Cola confirmed an AD AGE report that they have
shifted the creative responsibilities for its Nestea tea brands
to Creative Artists from McCann-Erickson.  Coca-Cola spokesperson
Bob Bertini, noting Creative Artists' "Always Coca-Cola"
campaign: "It's really a reflection of the quality of the work
they've done" (N.Y. TIMES, 1/31)....Foot Locker announced
yesterday that 16-year-old Mike Hoban of Strongsville, OH, is the
winner of the "Foot Locker Million Dollar Shot" sweepstakes.
Hoban will get one shot to sink an NBA 3-pointer for $1M.  The
attempt will be broadcast live on TNT at halftime of the Schick
Rookie Game on All-Star Saturday (Foot Locker).... According to
this week's AD AGE, CNS Inc. -- makers of the Breathe Right --
may approach the NFL to get rights to use team logos on products
and packaging (AD AGE, 1/30 issue).  The "GMA" crew of Forrest
Sawyer, Joan Lunden and Spencer Christian sported the Breathe
Right strips this morning ("Good Morning America," ABC,
1/31)...."Shaquille O'Neal, Larger Than Life," a video about
O'Neal's life on and off the court, will be released to video
stores this week ("Entertainment This Week," 1/29).
     CLARIFICATION:  The headline over yesterday's story on Pan
American Sports Corp. mistakenly identified the sponsorship
opportunities available from the Pan American Sports Corporation.
They are for the "Basketball in the Americas -- '95" tournaments,
as put on by the Pan American Sports Corporation, not for the
Pan-Am Games.