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SBD/23/Sponsorships Advertising Marketing
SPRITE IS THE LATEST TO SIGN GRANT HILL AS ENDORSER
Published January 23, 1995
Coca-Cola Co. has signed NBA rookie Grant Hill to serve as the centerpiece of its Sprite brand's NBA sponsorship. Hill will star in a global campaign, continuing agency Lowe & Partners' "Obey Your Thirst" theme. The first ads featuring Hill will begin during the NBA All-Star weekend in Phoenix. Coca-Cola joins GMC Trucks, SkyBox, Wilson and Schick as companies which have hired Hill as an endorser. According to Tom George, VP/Athlete Marketing at Advantage Int'l, Hill's ad exposure for the first half of '95 may be close to $20M (Matthew Grimm, BRANDWEEK, 1/23 issue). OTHER BEVERAGE NEWS: Britain's Cadbury Schweppes is close to announcing a $1.3B agreement to acquire Dr Pepper/ Seven Up Cos. Cadbury already owns 26% of the company, and reportedly will pay $33-$34 a share for the remaining 74%. After the purchase, Cadbury would hold about 17% of the U.S. soft drink market (WALL STREET JOURNAL, 1/23)....Everfresh Beverages, an IL- based company, will sell $.99 Everfresh fruit drinks from 12 ounce glass flasks starting in April (Becky Beyers, USA TODAY, 1/23).