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June 30, 2004
Lance Armstrong Promotions
Well, the Tour de France is starting and its Lance's try at winning six times. Its hard not to get excited, but from a marketing point of view, folks seem to be really revving up. I was actually amazed last year that only Suburu really seemed to do much around Lance. Could be because no one in America knows what cycling is. Sure not true this year. "Armstrong lack of endorsements":http://ad.doubleclick.net/adi/N339.tribuneinteractive.com/B1107884.3;sz=468x60;kw=noinitial;ord=2004.7.1.4.1.31.0?. It is one of those interesting blind spots in promotion that Lance won't do it. And again it might be that Nike has figure this out given how much they are pushing. Checkout Nike: See Lance Ride. Nike has really done a great job. First with livestrong, their cancer promotion that ties into the yellow jersey (symbol of winner in the Tour de France) to their latest TV spots. There are others like "Dasani":http://www.beverageaisle.com/beverageaisle/headlines/article_display.jsp?vnu_content_id=1000531989. Armstrong will star in a new Dasani commercial entitled "Can't Live Without a Challenge," which highlights his non-stop competitive spirit. In the spot, Armstrong takes on a stronger rival in a chin up contest and shoots hoops with opponents who tower over him, replenishing himself with the refreshing taste of Dasani throughout each uncharacteristic activity. The ad, which debuts this week, closes with Lance on his bike next to a motorcyclist, his eyes shining at the opportunity to race.Posted by rich at June 30, 2004 08:06 PM
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Comments
I caught the Dasani commercial yesterday morning and give it a thumbs up. Adds a nice "competitive" angle to Lance that extends his affable personality. Also relays, I think (subconsciously) his strength of will to overcome adversity (for those familiar with his medical past).
Love your blog, by the way - keep writing the great stuff!
Posted by: Michele Miller at July 1, 2004 09:56 AM
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