What's Happening?
Gatorade, aiming to make a significant impact in the sports beverage market, decided to feature Michael Jordan in a television commercial following his first NBA championship win with the Chicago Bulls. Initially, Gatorade planned to use Disney's song
'I Wan'na Be Like You' from 'The Jungle Book' as the jingle. However, the $350,000 fee demanded by Disney for a five-week run was beyond Gatorade's budget. Consequently, Bernie Pitzel, a Gatorade advertising executive, opted to create an original jingle. Pitzel wrote the lyrics on a napkin and collaborated with music producers Ira Antelis and Steve Shafer to develop the 'Be Like Mike' jingle. The commercial, which had to be completed over a weekend, became a legendary advertisement, debuting on TV in 1991 and achieving significant success.
Why It's Important?
The creation of the 'Be Like Mike' jingle marked a pivotal moment for Gatorade, establishing a strong brand identity linked to Michael Jordan's iconic status. This strategic move not only saved the company a substantial amount of money but also allowed Gatorade to own a piece of music that became synonymous with their brand. The commercial's success contributed to Gatorade's dominance in the sports beverage industry, showcasing the power of effective marketing and brand association with a sports icon. The decision to create an original jingle rather than relying on an existing song highlights the importance of innovation and adaptability in advertising, particularly when budget constraints are a factor.
What's Next?
While the 'Be Like Mike' commercial has already cemented its place in advertising history, Gatorade's approach serves as a case study for future marketing strategies. Companies may look to this example when considering how to leverage celebrity endorsements and original content to enhance brand recognition. The success of the campaign could inspire other brands to invest in creating unique marketing materials that resonate with their target audience, potentially leading to new trends in advertising. Additionally, the enduring popularity of the 'Be Like Mike' jingle suggests that Gatorade may continue to revisit and adapt this iconic campaign in future marketing efforts.
