Vitamin Water has recently come out with a new advertising campaign, based around the argument of “Who is better – Kobe or LeBron?” I’ve seen these ads both on TV and online (ESPN.com had this campaign on their frontpage yesterday). You can view the most recent television commercial below:
Now, if you’re going to pick a couple of NBA players to promote your product, you really can’t go wrong with Kobe and LeBron. However, I wonder if they planned this campaign weeks or months ago, based on the thought that the Lakers and Cavaliers would face each other in the NBA Finals. Both teams were considered almost locks to make the finals when the playoffs started, but now some people believe that the Lakers (and maybe even the Cavaliers) could be upset in the conference finals.
My question now is, looking at this campaign as an example, is it too risky to focus on certain players during the playoffs since their visibility will drop if their team is eliminated? Will Vitamin Water continue to use the campaign during the finals if either team is eliminated? Or maybe, are Kobe and LeBron such powerful icons that it doesn’t matter if one of them loses before the finals? I have to believe that an early elimination of the Lakers or Cavaliers would have some negative impact on this campaign. What are your thoughts?
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