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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).