National Guard Extends With Earnhardt Pepsi Expanding On NFL Sponsorship PepsiCo Signs Deal For 49ers' Levi's Stadium Gatorade Debuts New TV Ad Gordon Discusses Pepsi Max Viral Video Pepsi Max Prank Video An Internet Sensation Jeff Gordon Stars In Pepsi Max Spot Door Open For New Earnhardt Sponsors In '13 Reebok Launches New John Wall Shoe, Campaign Aerosmith, Kravitz Join Pepsi Campaign
SBD/16/Sponsorships Advertising Marketing
CHI-CHI'S TO AMBUSH FRITO- LAY DURING THE SUPER BOWL
Published December 16, 1994
The competition between official sponsors of the Super Bowl and their adversaries is "heating up." In the snack food category, Chi-Chi's intends to ambush Frito-Lay's sponsorship of the halftime festivities at the Super Bowl, with the hopes of rechanneling sales to its salsa products. Kicking off on January 2 and continuing through Super Sunday, Chi-Chi's will begin a heavy radio buy, highlighted by promos and a football trivia contest during morning drive and other key listening periods. So far, air time has been locked up in 43 markets. Frito-Lay has not divulged its Super Bowl media strategies yet, but a spokesperson said that the Chi-Chi's campaign is not a major concern. One radio rep expects that Chi-Chi's will be among the few in the snack food category "that tighten the airwaves with a Super Bowl promotion" (COWLES BUSINESS MEDIA, 12/15).