Where have you gone, Joe DiMaggio? We know the Yankee Clipper has left and gone away, but the brand he used to endorse is back. Taking advantage of America’s obsession with coffee, the brand is
celebrating its 30th birthday by teaming with MTV host Carson Daly and U.S. Olympic athlete snowboarder Chris Klug. The brand repositioning is designed to convey a fresh brand message to a new,
younger audience. The campaign includes exciting print ads in People, Cooking Light and InStyle magazines, a $1,000,000 sweepstakes, radio promotions, in-store promotions, a People magazine Live mall
tour and personal appearances by Daly and Klug. Ads will debut in the first November issue of People Magazine.