Ben Johnson, Cheetah
Date: Wednesday, April 05 @ 00:00:00 UTC
Topic: Black Habits Articles


Ben Johnson is back. And he's still a “cheetah.”

Nineteen years and two flunked drug tests after he first set the 100-metre world record, Canada’s most famous sports cheater is trading on his infamy to sell a new energy drink called Cheetah Power Surge.

The pun is intentional, say those who created two TV commercials featuring Johnson that are now on the air.

One commercial juxtaposes images of Johnson and a cheetah and encourages viewers to “go ahead and Cheetah.” The other features Johnson on a mock talk show. Host Frank D’Angelo, the president and CEO of Mississauga- based D ’ A n g e l o Brands which makes the drink, asks Johnson:

“Ben, when you run, do you Cheetah?” “Absolutely! I Cheetah all the time!”says Johnson.

According to its ingredient list, Cheetah contains nothing stronger than ginseng extract and royal jelly.

Daniel Cherry, a senior strategic planner with Wieden+ Kennedy, a Manhattanbased ad firm, says Cheetah sacrificed credibility for short-term buzz. But D’Angelo says a quick, gut reaction was all he want





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