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Unique characteristics of sports marketing
Sports marketing chapter 4
Sports marketing chapter 4
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In my commercial LeBron James a Professional Basketball player is trying to get us the consumer to buy the product. He grabs our attention by saying “I wouldn’t tell you to drink sprite even if I was in a commercial for sprite”, While the guys in the commercial or trying to get him to say "Drink Sprite". The reason for this commercial is not to tell people what to do but give them the option to drink or try the soft drink. Sprite was introduced in the United States in 1961 by the Coca-Cola Company, with its colorless lemon and lime flavored, caffeine-free soft drink. Sprite was developed in West Germany in 1959 as Fanta Klare Zitrone which means (“Clear Lemon Fanta”) and introduced in the United States as Sprite. This soft drink was a response …show more content…
to the popularity of 7 UP. There first slogan was "I like the Sprite in You”. Toward the late 1990s most of Sprite's advertisements featured amateur and famous basketball players. The tagline for most of these ads was, "Image is nothing. Thirst is everything. Obey your thirst. “In 1994, Sprite created a newer logo that stood out from their previous logos. The main coloring of the product's new logo was blue blending into green with silver splashes, and small white bubbles were on the background of the logo. .One of the first lyrics for the new slogan were, "Never forget yourself 'cause first things first, grab a cold, cold can, and obey your thirst".
Under the new slogan.Over the years Coca-Cola has created different flavors to satisfy their thirsty buyers but, sprite is the world most popular lemon-lime drink. In the 1990’s sprite launched their short-loved “Jooky” advert campaign. It was a 30 second television spots poked fun at other soft drinks perceived lack of authenticity, ridiculous and loyalty program. Sprite redesigned their label removing the “S” in 2009. With winning the NBA Championship against the warriors down 3-1, LeBron James and the Cavaliers had won Game 7 that was an away game and this hasn’t been done since 1978. LeBron James did the Sprite commercial to remind us that the NBA season is here. The Cavaliers champ says “Let’s get one thing straight,” “I’d never tell you to drink Sprite, even if I was in a commercial for Sprite, which I am, or you were watching it, which you are. I wouldn’t tell you to drink it no matter what that cue card says.” Sprite’s also have hip-hop artists …show more content…
also. Sprite has the 6th biggest market share in soft drink world and is also considered the 8th most valuable soft drink of the world.
Sprite is also known for its great marketing campaigns.. In 2014 LeBron James introduced his Sprite 6 Mix, “the superstar’s limited-edition flavor it comes in a 20-ounce and 2-liter bottles, as well as 16-ounce cans, in convenience retail nationwide. Sprite and LeBron James begin their relationship in 2003 and has been making it greater ever since. Sprite is a well-established innovator within basketball culture and the lifestyle surrounding it. The brand continues to hold this position through its longstanding partnership with James and the return of his fan-favorite flavor. Sprite LeBron's Mix, formulated in collaboration with James, combines the refreshing taste of traditional Sprite with a splash of natural cherry and orange flavors. Eye-catching packaging features a bold red color base with James' initials in the background. Crown iconography and dashes of gold symbolize with his most popular nickname — "King James. “The campaign, called "Wanna Sprite," as they use humor to give a somewhat mocking take on celebrity endorsements. The commercial shows Mr. James refusing to read a "Drink Spite" card, while joining with stereotypes of “cools influencer people,” who are holding bottles of
Sprite.
The logos is the evidence. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. At the bottom of the ad it says “three championships”, “one mvp award”, and “1845 bottles of vitamin water”. It also says “try it…it works for Kobe”. The advertisement is saying that Vitaminwater will work for anyone. They are saying if you want to be a champion one will become one by drinking
Vitaminwater is apart of the business of enhanced waters. It is mostly found in large stores, but can be found almost anywhere. For example, it is a product in Walmart stores. The audience for this ad is intended to be for athletes. Which is why it features Kobe Bryant. Just because you aren’t an athlete doesn’t mean they won’t be able to persuade you to buy their product. It could also pull in people who idolize Kobe Bryant. Vitaminwater chose Kobe Bryant to represent their ad because they felt that it was easier since he already drinks vitaminwater. This ad has a picture of Kobe in his natural element with the actual product in the background. On the bottom of the ad it lists Kobe’s achievements, which could be used to get the attention of the Kobe
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
Gatorade has been sponsoring the NFL for many years, starting in 1968. Its involvement with the sport has made the drink known to many today “The official drink of the NFL” (Gatorade). According to Naomi Klein “…the wave of mergers in the corporate world over the last few years is a deceptive phenomenon: it only looks as if the giants, by joining forces, are getting bigger and bigger”(4). And that is exactly what the corporation of Gatorade was trying to carry out. By joining its name with the NFL, which at that time was becoming a famous sport to watch, Gatorade has become the number one sport drink for athletes. In the “Peyton Manning-Gatorade Commercial”, the corporation of Gatorade is not only selling their product, but is also portraying to the audience its engagement with the NFL and its players.
The Lunchables ad represents Lunchables as “bursting with fun” and implies that children will be happy and enjoy school if they have a Lunchables. Lunchables placed this ad in a magazine to target moms and children to get them to buy their product. They are trying to convey, like most advertisements do according to Croteau and Hoynes (2014), that “happiness and satisfaction can be purchased” (p. 179) if mothers buy their children Lunchables. Lunchables (Lunchables Parents) advertise as being “packed with what kids love” and “giving your kids what they want”. They include a hand tray with a main entrée, drink, and dessert. The brand delivers on the idea of fun and interactivity of building your own meal and “mixing up” your lunch. Lunchables
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
Squirt is a caffeine-free, low-sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy, fresh citrus taste. Squirt is the best selling carbonated grapefruit soft drink brand in the United States. The origin of Squirt can be traced back to 1938 when a man named Herb Bishop began experimenting with Citrus Club. Bishop created a new carbonated soft drink that required less fruit and sugar to produce compared to other sodas that were being made at the time. The new drink "seemed to squirt onto the tongue," so Bishop named the drink Squirt. Squirts sales grew during WWII because its low sugar content helped bottlers restricted by sugar rationing rules. By the mid 70's, Squirt was introduced internationally in Central and South America. In 1977 a company named Brooks Products purchased Squirt from Bishop. In 1983, Diet Squirt became the first soft drink in the United States to be sweetened with Nutra Sweet. Squirt joined A&W Brands in 1986, which was later purchased by Cadbury Schweppes PLC in 1993. Responsibility for manufacturing, marketing, and distribution of Squirt was assigned to Dr Pepper/Seven Up, Inc, which had been acquired by Cadbury Schweppes PLC in 1995. It still remains under the Dr Pepper/Seven Up, Inc.
Ever since 1965 Gatorade has been one of the top selling energy drinks in America. Gatorade has come a long way since its start and is now the official drink of several professional sport leagues. The company brings in over three billion dollars worth of revenue every year mostly due to their skill in advertising which is a crucial part of a company of such magnitude and Gatorade is known for their persuasive commercials. In the commercial chosen, several stellar professional athletes give the viewers details of some of their greatest failures. This caused each of them to work harder and become the athlete they are today by training harder and making them more determined. The Gatorade commercial that was chosen is a very effective ad because
First, the commercial starts off with Kevin Durant pushing the ball down court in what appears to be the closing seconds of the game. Durant is being closely guarded by the Miami Heat’s Mario Chalmers, but he quickly gets passed him. Then Rashard Lewis attempts to guard him, but Durant gets past him with ease. Finally, Durant makes his way to the basket, but Dwayne Wade sees him trying to get the game winning shot and makes the last defensive effort of the game by meeting Durant at the rim. So both of them jump (with Wade trying to block Durant's attempt, and Durant trying to dunk the ball) and the end result is Wade blocking Durant's game winning dunk attempt, causing Durant to awake from a terrible nightmare. The commercial then transitions into Durant getting some early morning running in, the he goes to the weight room and does some weight training exercises, and finally his workout with going to the gym and getting ...
Instead of just sponsoring professional athletes to show the benefits of Gatorade to everyday athletes, Gatorade used the popularity and power of the pros to depict a different, broader social message. Along with spectacular technical aspects and varying settings, Gatorade was able to prove to all people that victory in anything or any place comes from initial defeat and was able to ignite the self-drive that all of humanity contains but struggles to find. This strong emotion that is felt in just 67 seconds changes the perception of Gatorade and all it stands for. By directing their message at such a wide audience, they were able to change its reputation and prove that Gatorade products are not just for athletes, but for everyone. With “The Secret to Victory,” Gatorade has inspired and instilled a new sense of motivation in viewers but has also successfully and ingeniously created a much larger consumer
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
Companies utilize different marketing strategies to appeal to their target audience. The methods they use to market their products usually reflects the target audience’s preferences or needs. Gatorade was invented at the University of Florida in 1965 by a team of researchers. They discovered nutrients were not being replenished when the school’s football team competed and formulated a solution to the problem. Today Gatorade primarily targets athletic or physically active individuals, especially professional athletes. Over time, Gatorade has become one of the most popular and leading sports drink companies in the world. Many people recognize what Gatorade is and what they do to help individuals who need the extra replenishment so they can continue
1975 heralded the Pepsi Challenge', a landmark marketing strategy, which convinced millions of consumers that the taste of Pepsi was superior to Coke. Simultaneously, Pepsi Light, with a distinctive lemon taste, was introduced as an alternative to traditional diet colas. In 1983 Coke launched aspartame/saccharin blend Diet Coke. In response in 1989 Pepsi-Cola introduced an exciting new flavor, Wild Cherry Pepsi. Thus Diet Pepsi's 'The Other Challenge' campaign was based around a 54-46% lead over Diet Coke in independently researched taste tests in Australia. It was only in 1996 that Pepsi unveiled a revolutionary 'blue' look worldwide 'to transform the image and attitude' of one of the world's best-known brands. 'Pepsi Blue represents a quantum leap into the future and redefines how the Cola Wars will be fought and won in the 21st Century.'
Ethos, pathos, and logos are ways that an artist or an advertisement use in order to effectively persuade or convince readers to buy their product. Ethos is used to convince audiences that an ad is credibly and that people can believe what they reading. Pathos is when an artist or advertisement try to appeal to the consumer’s emotional state. Finally, logos is trying to convince buyers to purchase their product by using logic or reasoning. By analyzing the use of ethical, emotion, and logical appeal, we can compare and contrast a Pepsi ad and a Coca Cola advertisement.
Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have tons of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a Diet Coke ad that really caught my eye in the August issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The next two Diet Coke bottles are supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young woman contemplating the plans for her high school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer.