The Joy of Britney
Teen pop sensation Britney Spears will strut her stuff for Pepsi-Cola Co., Purchase, NY, in the soft drink manufacturer’s largest endorsement deal to date. While exact terms of the deal were not revealed, media reports put the pact anywhere from $4 million to $10 million.
As part of the deal, Pepsi will co-sponsor Spears’ upcoming worldwide concert tour and use the singer in TV spots, P-O-P materials, consumer promotions, and on the Web via hyperlinks from www.britneyspears.com to www.pepsi.com. She is featured in a new TV spot in the ongoing “Joy of Pepsi” campaign that broke last month during ABC’s Academy Awards telecast. The deal was brokered by music marketing agency Aaron Walpon Entertainment, Los Angeles.
Product placement can be an ugly business: Burger King Corp., Miami, provided custom boxer shorts emblazoned with its “Home of the Whopper” tagline to CBS comedy Bette. No, the skivvies weren’t worn by series star Bette Midler, but by guest star Jon Lovitz in an episode which aired Feb. 28. Product placement agency Creative Entertainment Services, Burbank, CA, arranged the deal.
Nike Golf, Beaverton, OR, tapped Norwood Promotional Products, Austin, TX, to distribute its apparel line to the promotional products industry. The deal came shortly after the distributor introduced a Norwood Collection line for shirts, outerwear, and other apparel from brand-name manufacturers. Nike originally entered the promotional products market in January 2000 through a distribution deal with Ha-Lo Industries, Niles, IL, but signed on with Norwood when that contract ended in December.
Financial troubles at Chrysler, Detroit, didn’t stop the auto maker from announcing its first NASCAR sponsorship since 1985. The ties began with the Dodge brand sponsoring three cars in February’s Daytona 500 (which resulted in the tragic death of racing great and leading corporate endorser Dale Earnhardt). Chrysler plans to activate through such promotional avenues as online games and Coors Light packaging.
Universal Studios Consumer Products, Universal City, CA, signed a three-year licensing deal with toy maker Lego Co., Enfield, CT, to create product based on July release Jurassic Park III. The line features the Lego & Steven Spielberg MovieMaker Set.
New York-City-based Child Watch of North America, an organization that seeks to recover abducted children, began offering prepaid alphanumeric pagers bearing the name FuMan Skeeto — the brand its national spokesperson, Chris Kirkpatrick of ‘N Sync, uses on a line of clothing. The pagers are the first in a line of prepaid communications products and services the nonprofit will offer to help parents stay in touch with their children. A portion of pager sales and re-charging fees will go to Child Watch programs. Users will also receive free pages from Kirkpatrick providing up-to-date information on his activities, concerts, and appearances, as well as Child Watch news. Vtech Connect Ltd., Wheeling, IL, MetroCall Inc., Alexandria, VA, and Shared Technologies Cellular, Wethersfield, CT, supply the technology.
