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Cubs, White Sox 2013 Slogans Mark Long Seasons Ahead

By Chuck Sudo in News on Mar 8, 2013 9:30PM


One of Chicago's baseball teams makes no bones that it's in a rebuilding phase. the other, following a surprising season, has high hopes last year wasn't a fluke. Those are the themes of the 2013 marketing slogans for the Cubs and White Sox.

The Cubs marketing brain trust is in the uneviable position of having to market a team that has no chance of making the postseason this year but is building to the future with a core of Starlin Castro and Anthony Rizzo leading the way for a farm system loaded with prospects, hence the slogan "committed." The Cubs have produced a series of print ads featuring Castro following through on a leaping throw, a couple from Indianapolis who got engaged at Wrigley Field and David Eagan, a South Side security guard a Cubs logo and Ron Santo’s signature tattooed on the back of his head. (That's another form of "committed.") The sub-head of the campaign is "not if. When."

Cubs senior director of marketing Alison Miller said in a statement announcing the campaign that it shows the ballclub and fans "are solidly committed to each other as we embark on the most remarkable journey in all of sports - winning a World Series at Wrigley Field."

“This campaign showcases the emotional connection of our fans who are part of that journey, and the Cubs’ commitment to building a championship-caliber organization from top to bottom.”

As slogans go, "Committed" is better than last year's "Baseball is Better," and at least this year's campaign has an element of truth to it. Bonus: It pays tribute to that rare breed of Cubs fan, the South Side Cubs Fan

Over at 35th and Shields, meanwhile, the White Sox unveiled their latest underwhelming marketing campaign, "Make an Impact," featuring Paul Konerko hitting off a tee and Alexei Ramirez working out in a gym, with manager Robin Ventura saying the team is ready to "make an impact" come Opening Day April 1. Check it out.

We never thought we'd long for the days of White Sox marketing campaigns like "The Kids Can Play" and "Grinder Rules" but goddammit if this one does just that. We'd take last year's dig at Ozzie Guillen, "Appreciate the Game," over this. The White Sox announced a social media component to the campaign, #makeanimpact, that didn't take into account how it would exactly be used.