Pepsi, NFL Promoting Heavily Through Digital Lions' Stafford In New Pepsi Promo UM, Coca-Cola Ticket Promotion Pulled PepsiCo CEO Backs Goodell Amid Scandals Pepsi Promo Offers Fans Free 49ers Tix Weekend Plans With PepsiCo's Amanda Helm Dew Tour Amateur Event Headed To Europe Coke Leery Of Pepsi Ads Near Daytona Brands Active Around World Cup Despite Protests Coke Goes Big With World Cup Campaign
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).