Counting Gators Before They Hatch

News Net 5 in Cleveland, Ohio reports on one retailer’s desire to capitalize on an Ohio State victory (that did not happen) in last night’s championship game.

Macy’s made a losing bet on the Buckeyes and now has T-shirts that stores can’t sell, proclaiming Ohio State college football’s national champions.
Three of the department stores in Columbus had the merchandise ready to go in case the Buckeyes won Monday’s title game in Glendale, Ariz. But the Buckeyes suffered a painful 41-14 defeat to Florida.
Full-page ads in The Columbus Dispatch on Sunday said the stores would open at 11 p.m. to offer the “new champion apparel” to fans after the game.
The loss prompted at least one major retailer to put its usual Buckeyes gear on sale. Kohl’s ran full-page newspaper ads Tuesday congratulating the team on its season — and advertising half-off on all Ohio State athletic apparel.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.