NYC FC Signs Beverage, Snacks Deal With PepsiCo Pepsi Lands Baylor Univ. Beverage Deal Coca-Cola Re-Signs With SMI Through '20 PepsiCo Swoops In For Five-Year NBA Deal MLS Signs Multiyear Deal With Coca-Cola Coke, Toshiba Sign On As Vegas Arena Partners Coke Debuts Drinkable Ad During Final Four Pepsi Signs Serena Williams, Usain Bolt Perry Enamors With Super Bowl Halftime Show Pepsi Going All In On Super Bowl
SBD/13/Sponsorships Advertising Marketing
PEPSI'S NEW AD STRATEGY INCLUDES POSSIBLE U.S. OPEN DEAL
Published February 13, 1995
PepsiCo will "mobilize its soft-drink and fast-good units for a synergistic multi-target, triple-play across the summer," according to Terry Lefton in the current issue of BRANDWEEK, which includes a planned sponsorship of tennis' U.S. Open. Pepsi is close to a deal on the Open, which would include concession rights for Pepsi, All-Sport sports drink and Taco Bell. Sources said the expected 3-year deal includes signage and has a price tag of close to $2M. While The plans come as Coke preps for an Olympic ticket giveaway in May with PowerAde and a replay of its $300M "Red Hot Summer" promotion. Pepsi's other plans include cross-promotion of Amblin Emtertainment's films "Casper" and "Congo," both due this summer, with restaurant subsidiaries, Taco Bell and Pizza Hut (BRANDWEEK, 2/13 issue).