Cadbury Adams USA’s Bubblicious brand next month will debut its first advertising campaign featuring LeBron James, offering print ads followed by television commercials at a later date.
The Bubblicious “B-Explosive” print campaign will run in youth-oriented magazines, including Sports Illustrated for Kids. Bubblicious also plans to introduce its own James-inspired flavored gum at a date to be determined.
In July, Bubblicious will launch a “B-Explosive” Web site featuring James, the NBA’s recently named 2004 rookie of the year.
James signed a five-year endorsement deal with Cadbury in February worth a reported $5 million. Information on the company’s planned spending for the coming campaign was not available.
“The campaign ties together the explosive play of LeBron and will be used not only for our base product but also for our new products,” said Blake Glen, brand manager for Bubblicious. “We’re obviously looking to expand into the television medium. The campaign will last for the back half of 2004.”
James stands to have a busy off-season pitching his sponsor’s products. Powerade is planning to develop a James-inspired flavor later this year. Sprite also is working on various promotions using the Cleveland Cavaliers guard.
“LeBron has already done two Sprite commercials and a Powerade commercial, and we are looking at a variety of opportunities in both the short and long term,” said Coca-Cola spokesman Scott Williamson, who declined to comment on plans for the James-inspired Powerade drink.
Nike also is planning its James strategy for the off-season. Just hours after James captured the NBA’s top-rookie honors on April 20, the company debuted a congratulatory commercial that aired during that night’s NBA playoff coverage.
