WHEN THE HEAT IS ON, WHO YOU GONNA CALL? HEAT BUSTERS!
Suntory Water Group, whose Crystal Springs brand is the
official bottled water of the Atlanta Games, is preparing for
"heavy in-market" activity as the Games approach, according to
BRANDWEEK. The Atlanta-based company "is ready to launch" its
Heat Buster body-cooling atomizers, while some Olympic venues
will get saturated by in-line skating Heat Buster teams armed
with shower caps, water tanks and Super Soaker-style spray guns.
Suntory President Jim Stevens sees the Games as a chance to give
his regional brand a higher profile. Suntory didn't decide to go
forward with their marketing plan until bottled water outsold all
other beverages at the first event at Atlanta's Olympic Stadium
(Gerry Khermouch, BRANDWEEK, 6/10 issue).