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COCA-COLA LOOKS TO ADD MARKETING FIZ TO THE SUPER BOWL
Published January 14, 1997
Coca-Cola sponsored events and marketing initiatives at Super Bowl XXXI include the Coca-Cola NFL "Red Zone Super Bowl Tickets for Life" promo, where one NFL fan who played the Red Zone game during the regular season will be awarded a lifetime of tickets to the Super Bowl; Coca Cola Presents: "Taste of the NFL VI," a charity dinner featuring former players from each NFL city; Coca-Cola and Sprint's NFL Experience, the league's interactive theme park; and a commemorative Super Bowl XXXI bottle (Coca-Cola). JAMBALAYA TIME: USA TODAY's "Super Bowl Ad Watch" profiles Dirt Devil's 15-second Meldrum & Fewsmith spots which take a scene from Fred Astaire's movie, "Royal Wedding," and superimpose Astaire dancing with a Dirt Devil Broom Vac, Ultra Hand Vac and Ultra MVP vacuum (USA TODAY, 1/14)....Packer QB Brett Favre said each Packers player gets two free tickets to the Super Bowl, and can purchase up to 28 more at face value, $275 (MILWAUKEE JOURNAL SENTINEL, 1/14)....Wilson Team Sports has produced an official game ball to be used exclusively in Super Bowl XXXI. The balls carry the Super Bowl XXXI logo and the participating teams' names (Wilson)....NFL Properties' interactive shopping kiosks at the NFL Experience allows fans using Visa cards to purchase "NFL at Home" products (NFL)....CNBC's Sally Jenkins, on Packers commercial success: "You can trace Green Bay's commercial success directly to the arrival of Mike Holmgren, Brett Favre and Reggie White. ... In 1992 they were the 20th best selling merchandise team in the league ... In five years they've become number two. ... There's no question that the cleanliness of the Packers' image is helping them right now" ("Sports View," CNBC, 1/13).