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Advertising and Marketing
Ronaldo: sore throat endorsement bluesPosted by Jeremy Goldkorn, November 18, 2003 12:22 AM
Mauro Marescialli writes: The things footballers have to put up with: burning sun, heavy rains, wind and, if they're really out of luck, snow storms. But no big deal if you take 'Golden Throat' lozenges, says Ronaldo in this ad, because 'They protect the throat'.
This campaign, which includes print and TV ads, was probably conceived and shot in about 5 minutes during Real Madrid's money harvesting publicity tour of the PRC last August. Nobody knows how much money Golden Throat had to pay the Brazilian Golden Boy for his endorsment. But it can't have been less than the hundred thousand US dollars allegedly paid to Ronaldo just to sit down at a gala dinner when he was in Beijing. |
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