Quaker Oats Company: Be Like Mike campaign

Susan Risland

One of the most memorable advertising campaigns by the Gatorade Company encouraged consumers to emulate the brand's spokesperson, basketball superstar Michael Jordan.

Quaker Oats Company: Be Like Mike campaign

Susan Risland

Overview

One of the most memorable advertising campaigns by the Gatorade Company encouraged consumers to emulate the brand's spokesperson, basketball superstar Michael Jordan. The "Be like Mike" campaign was launched in 1991 by ad agency Bayer Bess Vanderwarker, ran until Jordan briefly retired in 1993, and was revived in 1998 at the request of consumers who wanted to hear the campaign's jingle again. Action shots of Jordan playing basketball and the lyrics ("I dream I move, I dream I groove / Like Mike / If I could be like Mike") inspired...

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