Wonderwall, Thursday, August 27, 2009, 10:49am (PDT)
Sponsored by Oreo
Donald J. Trump announced today that he aims to add the hottest “league” in town to his roster of premier properties: the Oreo Double Stuf Racing League (DSRL). The DSRL, formed in 2008 with the help of football greats Peyton and Eli Manning, is taking a new twist this year with the introduction of a Golden version of the Oreo Double Stuf cookie, which spurred the reaction from Mr. Trump.
Mr. Trump says the Oreo DSRL is a perfect fit for his philosophy on life and business.
“My formula for success has been combining fierce competition with a lot of fun, so I couldn't resist the idea of taking the Oreo DRSL to a new level by putting my name behind it,” said Mr. Trump. “I've loved Oreo cookies since I was a kid, and my children love them today, so being associated with the brand is really a perfect, golden opportunity for me.”
Oreo insiders say they heard rumblings of Mr. Trump's desire to purchase the DSRL but were surprised to hear he was serious about the move.
"We appreciate Mr. Trump's spirit and enthusiasm about the Oreo DSRL, but the league is not for sale," said Oreo senior brand director John Ghingo. "And I'm not sure the Mannings will be so thrilled. They're fierce competitors and loyal to the league, so I imagine we might see a reaction from them sometime soon."
The Oreo DSRL is a fun activity where family and friends race to see who can finish an Oreo Double Stuf or Golden Double Stuf Oreo cookie -- with a twist, lick and a dunk -- and a single glass of milk.
In December 2007, the league kicked off with a series of unbranded "teaser ads" with Peyton Manning and Eli Manning and a teaser Web site. The Mannings' big reveal of their "second sport" (DSRL lick racing) was announced in TV advertisements beginning in January 2008. Since then, the league has continued to grow in size and popularity. Venus and Serena Williams joined the DSRL and appeared alongside the Manning brothers in a national ad campaign that debuted during the opening rounds of the U.S. Open in August 2008.
In January 2009, the sibling duos were featured in their second joint TV commercial as they competed for DSRL supremacy. The league welcomed its first official sponsor, AstroTurf®, in April 2009. Now the profile is raised to an entirely new level as Mr. Trump attempts to get in on the action.