Food Industry
Industry: Email Alert RSS FeedCadbury taps basketball phenom for promo.(News & Trends)
Professional Candy Buyer, March, 2004
PARSIPPANY, NJ -- Cleveland Cavaliers teenage NBA star LeBron James has signed a four-year deal to endorse Cadbury Adams USA LLC's Bubblicious bubble gum. James will initially be featured in television and print campaigns, according to Cadbury. The company adds the partnership could be extended to include special packaging and a new "LeBron-inspired flavor."
Bubblicious marketing director Sydney Taylor says: "We're thrilled to be working with LeBron. One of professional basketball's most explosive players is a long-time fan of the bubble gum. It's a natural fit."
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