Next week, Sears will break an ad starring basketball greats
Kareem Abdul-Jabbar and Sheryl Swoopes as part of its "Legends of
the Final Four" sweepstakes, according to BRANDWEEK. The spots,
created by Ogilvy & Mather/Chicago, will tout a sweepstakes in
which the winner gets a trip for four to the '97 Final Four and
sits next to Abdul-Jabbar and Swoopes. Sears is also offering
"Legends of the Final Four" trading cards at $1.39 per seven
cards. There are an equal number of men's and women's cards.
Proceeds will go to "Coaches vs. Cancer." The sweepstakes
complements Sears' increasing activities in college athletics.
The company started the Sears Collegiate Champions program two
years ago which hands out 1,850 men's and women's athletics
awards including the Sears Director's Cup, going to the NCAA
school with the best record in 22 sports. This grassroots
program gives Sears stores a chance to be active in their
communities. Sears is using the sweepstakes offer and card
merchandising to spark a "consumer drive" for its college events
(Elaine Underwood, BRANDWEEK, 3/11 issue).
At the request of CBS, Dr Pepper removed signs and other
commercial images from around Dallas' Reunion Arena during
Saturday's televised Dr Pepper Southwest Conference Classic title
game. Richard Alm reports CBS "didn't want to give away to Dr
Pepper the exposure other advertisers were paying for." SWC
Commissioner Kyle Kallander said CBS's contract gave it the right
to remove unwanted signs. Among the items bearing the products
name that were removed include on-court signage and Dr Pepper's
name under baskets and on seats (DALLAS MORNING NEWS, 3/12).
While Coca-Cola's Olympic commercials for its Coke brand
will feature fans, at least two Olympic-related spots for its
Powerade sports drink will promote athletes. One of the Powerade
spots shows a mountain biker on a trail, the other a basketball
arena, stadium and track. The ads are part of Coca-Cola's
estimated $200M in worldwide Olympic marketing. Also, Jack
Stahl, head of Coca-Cola's U.S. operations, said the company
would roll out Olympic promotions aimed at teens. Red Hot
Olympic Summer will give away Foot Locker clothing and Camaro
automobiles. Also, in line with its NBA affiliation, Coca-Cola's
Sprite brand will have promotions and advertising around Dream
Team III. Powerade also will have a promotion called "Raise the
Bar" (Chris Roush, ATLANTA CONSTITUTION, 3/13).
ALSO: Coca-Cola officials confirmed yesterday they will
introduce a contoured-shaped can this year. The bottle-like can
is expected to debut in Atlanta during the Games. The can was
tested last year in Germany. ... Meanwhile, company officials
reported 8% U.S. growth for the first three months of '96
(ATLANTA CONSTITUTION, 3/13).
Time Warner has hired Lowe & Partners/SMS to create acorporate image campaign using many of its properties, includingSports Illustrated, "ER" and Looney Tunes (WALL STREET JOURNAL,3/13)....Quaker Oats plans on selling its North American frozenfoods operations, including brands Aunt Jemima breakfast productsand Celeste pizza (AD AGE ONLINE, 3/13)....All Sport, IZOD Club,Mead Corporation, J.M. Smucker Company and Sunderland of Scotlandhave each extended their contracts as official LPGA licensees(LPGA)....Cobra Golf Inc. has agreed to be the title sponsor ofthe '96 King Cobra Collegiate Players Tour, a nationwide summertournament series for male and female golfers age 18-24 (CobraGolf)....The AVP has formed an association with Ted Danson'sAmerican Oceans Campaign and is asking sponsors to support theproject (AVP)....PGA Tour golfer Sandy Lyle, currently without anequipment contract, is using a blank bag he bought for $190 atNevada Bob's (USA TODAY, 3/13)....Tommy Hilfiger has sold hisshares in the company he founded (WALL STREET JOURNAL,3/13)....Mirage Resorts is discussing a potential second hotel onproperty it owns in Atlantic City (WALL STREET JOURNAL, 3/13).
NBA Entertainment and CBS/FOX announced yesterday the
introduction of a new plan to integrate NBA Video under the NBA's
"I Love This Stuff" marketing umbrella supported by a $2M
advertising and promotional campaign between May-December '96.
The campaign will include national and regional TV, radio and
print advertising. The new marketing push will be launched when
Michael Jordan and Grant Hill videos are released on May 7.
There will be new sub-brands for NBA Video including: NBA
Superstars Series, NBA Championship Series, NBA Action Series,
and NBA Music Jams Series. NBA Video boxes will contain the "I
Love This Stuff" logo, the NBA hologram to authenticate the
product, and a color coordinating system to differentiate sub-
brands of the NBA Video line. NBA Videos will now also have a
new pricing structure with all videos at $14.98, except NBA
Championship Series videos at $19.98. All tapes released in
Canada will also be $19.98. The new tagline: "Nothing Gets You
Closer To The Game." In addition to "Michael Jordan: Above &
Beyond" and "Grant Hill: NBA Sensation," other '96 releases
include "Dream Team '96 Goes for the Gold," "The Official 1996
Finals Video," an untitled video with Dream Team III highlights,
and "NBA Jam Extreme" (NBA). The NBA is also planning joint
promotions with Nestle, AmEx, Acclaim and Skybox to support the
videos (AD AGE ONLINE, 3/13).