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BRANDWEEK NEWS & NOTES: TWO MORE MILLION-DOLLAR SHOT PROMOS
Published March 19, 1997
MasterCard and PepsiCo will each sponsor a million- dollar shot promo, according to Terry Lefton of BRANDWEEK. MasterCard's million-dollar shot will take place during Game Four of the Stanley Cup Finals June 10, on Fox. The promo includes a Fox TV buy and "replaces" MasterCard's sponsorship of a Stanley Cup luncheon as its "major" Stanley Cup promo. PepsiCo's million-dollar shot will take place at halftime of a September MLS game, but its promo will take place in all ten MLS markets (BRANDWEEK, 3/17). TAP THE HEISMAN: Coors will run a promo tied to the Heisman Trophy, which it will leverage with a Labor Day sweepstakes, "and possible football-themed packaging on its core brand." There may also be football-shaped bottles, "a la Coors bat-shaped bottles" due out later this year, "although one Coors wholesaler said that concept had been floated and then discarded" (BRANDWEEK 3/17 issue). NOTES: Burger King and the NHLPA will team for a collector's puck promo over the next month at restaurants in Denver, Pittsburgh and Detroit. Fotoball USA, San Diego, handles....Conde Nast reached a deal with the WNBA for 8-12 page advetorials in the July issues of Glamour and Self magazines....Advantage Int'l will handle marketing for Roller Hockey Int'l. Advantage's Harlan Stone called a national TV deal a "top" priority....The Beanstalk Group, NY, will handle retail and licensing rights for USTA and U.S. Open merchandise (BRANDWEEK, 3/17).