Pepsi Using Super Bowl To Hype Premium Water Coke Vs. Pepsi At Bowl Venues Pepsi Renews Sponsorship Deal With Cowboys LeBron James Starring In New Sprite Campaign Lady Gaga Set To Headline SB Halftime Coca-Cola Going Big On Social Media Around Rio Emmanuel Seuge Set To Depart Coca-Cola Coke's Bea Perez Gets Expanded Authority Coke Scales Back Global Olympic Marketing Coca-Cola Takes Hit With Spieth Withdrawal
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).