Comments on: Vitamin Water Pushing Kobe vs. LeBron

By: Jamie Favreau

Jamie Favreau — Fri, 22 May 2009 06:07:50 +0000

I am thinking this isn’t a risky call. They want to see what one proven Championship star can do and what an up and comer (LeBron) can do. So basically it is a NBA star power commercial. Though I think the NBA wants that match up. I am hoping for maybe a Cleveland v Denver myself. I am NOT a fan though I have just worked in arenas for the past 6 years.

By: Dino Gomez, The Intern

Dino Gomez, The Intern — Thu, 21 May 2009 19:04:26 +0000

Vitamin Water is covered. Although they would prefer to have Lebron vs. Kobe in the finals, they do already have Dwight Howard on their team. In other words if Lebron’s team goes down, insert the charismatic Dwight Howard into the mix. Problem solved or maybe even better since fans have seen a lot of Kobe and Lebron commercials recently.

By: Carson McKee

Carson McKee — Thu, 21 May 2009 14:44:42 +0000

Agreed – Kobe and LeBron are pure bank. The finals would simply be a bonus. And I agree with Jason Peck about the social media angle as well.

Sometimes it all backfires – like a Gatorade commercial featuring Rafer Alston when he was a Raptor that never made it to air because of his trade…

By: Jason Peck

Jason Peck — Wed, 20 May 2009 21:03:10 +0000

One of the more interesting things to me here is that they’re driving people to their Facebook page with TV commercials. When I first noticed this a little over a month ago I couldn’t understand it-they didn’t have anything unique/exciting on their page. It’s good to see that this has changed and what they’re doing actually makes some sense now.

By: Derek Boyle

Derek Boyle — Wed, 20 May 2009 19:06:52 +0000

One big question that can answer this for us depends on their budget and contract with each player. By that I mean, how many times are they allowed to shoot both Kobe and Lebron in commercials. Did they waste a whole shoot from their contracts with both players on this spot? Surely they have an internal plan on whether they keep running this spot or not if either don’t make the finals. I would say it’s not too risky to focus on certain players if they have the contractual ability to change it should one or both be eliminated.

Personally i think it wouldn’t be worth running if either is eliminated. It’s sort of like seeing a commercial for an event that has already passed. But the upside is so great that if they can take that risk, it’s worth it.

I’m willing to bet they already have a new spot ready to air should this be the case.

By: Emmett Jones

Emmett Jones — Wed, 20 May 2009 18:43:19 +0000

I think the campaign may get a small boost if they face each other in the finals, but the argument is greater than the finals itself; its “who is the better player”. That point will be argued long after this season even if they play each other in the finals.

Using that same logic, I think the campaign is still effective even if one or both get eliminated in the conference finals. In part because this argument has been going on for a few years now (back when the Cavs weren’t as competitive), its just that there is now a commercial to represent it.

(aside: T-Mobile seems to have no problem with their D-Wade ads, even with D-Wade already eliminated, and those are pretty good commercials)

By: Russell Scibetti

Russell Scibetti — Wed, 20 May 2009 15:48:04 +0000

I like your comments! Clearly, choosing LeBron and Kobe is about as close to “foolproof” as you can get. However, they aren’t just promoting Kobe and LeBron – they are promoting Kobe VS. LeBron. So does the campaign lose a little luster if they don’t actually face each other in the finals?

Maybe a better way of looking at this is, how much more could this campaign take off if they do play in the finals? If you do think it will grow, then they could lose out on this “increased potential” if one of them loses.

By: Stephen Spiewak

Stephen Spiewak — Wed, 20 May 2009 15:37:08 +0000

I agree with the general consensus above. I think LBJ vs. Kobe is a great angle irrespective of what’s going on with the Finals. However, if they face each other, I think it’s an even greater win for Vitamin Water.

Good post.

-@Spiewak

By: Ed

Ed — Wed, 20 May 2009 15:21:25 +0000

I agree w/ Rob B.’s posting. Kobe and LeBron are the undisputed top two in the game (sorry D. Wade) and will be for a few more years. They are the last two MVPs and will be two of the most marketable players in the game – have you heard the two of them speak on camera? Kobe is well spoken, making him more reliable to relay messages but LeBron’s flair provides a sports drink maker’s dream.

This campaign will not be a “Dan versus Dave” debacle circa 1992 if Kobe or LeBron don’t make the finals.

By: rob b.

rob b. — Wed, 20 May 2009 14:30:52 +0000

I think regardless if they focus on two peticular players that it’s not risky at all. (Depending on which two!) We are talking Kobe & LeBron now. These guys are at the top of there game. And if they don’t make the finals Vitamin Water will not pull the plug on there marketing stradegy. That would be insane.

That’s like saying M. Jordan didn’t make the playoffs so Nike would pull out?!?

Kobe & LeBron are the next generation of sports marketing in basketball, and have been for a while. And they will continue to be as long as they stay healthy!