Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, January 15, 1994 TAG: 9401150056
SECTION: BUSINESS PAGE: A-6 EDITION: METRO
SOURCE: New York Daily News
DATELINE: LENGTH: Medium
"This has totally taken her Q [popularity] rating through the roof," said Brandon Steiner, president of Steiner Sports Marketing in New York. "It certainly enhances her, especially if she wins the gold."
The attractive skater was clubbed on the leg at a practice session during the National Championships in Detroit in an alleged conspiracy that may be linked to the ex-husband of her main rival, Tonya Harding.
The attack could have eliminated her from the Winter Olympics next month in Norway. But she was chosen for the U.S. Olympic team anyway, although she needs medical clearance before she can compete.
Though Kerrigan certainly would have preferred another method of celebrity, the front page news actually has served to spotlight her beauty and determination. And in the world of marketing, that combination spells endorsements.
Before the attack, Kerrigan already was a Cinderella story. The daughter of a welder and legally blind mother, she won the bronze at the 1992 Olympics and was named one of America's most beautiful people by People Magazine.
She faltered at last year's World Championships, and was trying a comeback when she was injured.
Now Kerrigan is a viable celebrity endorser whether or not she brings home the Olympic gold, said Rick Hill, top marketing executive at Barq's Root Beer, a company known for its opportunistic promotions such as a "Soviet Union going out of business sale."
But Alan Friedman, editor of Team Marketing Report, a Chicago-based sports marketing newsletter, said Kerrigan can benefit from the new-found fame only if she wins at the Olympics.
"In the hard cruel world of marketing, you've got to go with the winners," he said.
One thing is certain: You'll be seeing more of Kerrigan leading up to the Olympics. Kerrigan endorses Reebok athletic apparel, Campbell Soup, Seiko watches and Evian water. But most of her work has been promotional and, except for a cameo appearance in a Reebok TV spot, she hadn't starred in a TV commercial.
Two weeks ago, however, Campbell Soup introduced a spot featuring Kerrigan in its "Never Underestimate The Power of Soup" campaign.
A marketer might be tempted to air the spot more often than planned, but Campbell spokesman Kevin Lowery said the soup company has made no changes in its original plans.
Reebok intends to introduce a 30-second TV spot profiling Kerrigan that will air during Olympics coverage as part of its campaign celebrating women athletes.
Reebok spokesman Dave Fogelson said filming has been postponed to next weekend from this weekend because of her injury, but no other changes have been made.
"Based on the conversations we've had . . . she is not going to let anyone get in her way at all. And that's the type of person we want to be associated with."
by CNB