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MARKETPLACE ROUND-UP: LIQUID SKY EDITION
Published February 17, 1995
PEPSI: Pepsi is broadening its ad presence on network cable "with first time ad schedules" on E! Entertainment, Sci-Fi Channel, USA Network, and BET. A Pepsi spokesperson confirmed that company is "expanding our use of cable. ... We think it improves our chances of channel surfers seeing our advertising" (Jane Weaver, COWLES BUSINESS MEDIA, 2/17). COCA-COLA: Coca-Cola has introduced new packaging and lower prices for its fruit drink, Hi-C. It has also tripled its ad budget to $20M to boost slow sales. Hi-C sales dropped 2.8% to $187M last year. A new slogan, developed by Lowe and Partner/SMS: "Drink plenty of Hi-C now, while there's still time" (Chris Roush, ATLANTA CONSTITUTION, 2/17). For the 33rd year in a row, Coca-Cola Co.'s board of directors increased its quarterly dividend, this year's increase is up 13% to .22 cents a share (ATLANTA CONSTITUTION, 2/17). ANHEUSER-BUSCH: Jerry Ritter, Anheuser-Busch Chief Financial and Administrative Officer, predicts rising sales for A-B beers in the U.S. and abroad this year. Ritter said A-B officials expect volume growth of 2% or more, "vigorous by beer industry standards" (ST. LOUIS POST-DISPATCH, 2/17). WINE COUNTRY: The NHL "was so impressed" with the May 1994 sales of S.J. Sharkie's Chardonnay, a Napa Valley wine that Joseph George Distributors labeled with a San Jose Sharks' logo, that the league commissioned 12,000 bottles be labeled for the canceled-'95 All-Star Game. George now hopes to sell the wine as a collector's item for $7.99 a bottle (Joyce Gemperlein, SAN JOSE MERCURY NEWS, 2/16).