The "Cola War" is examined by Karen Benezra in the
current issue of BRANDWEEK under the header "Cola Hard
Cash." PepsiCo, in the aftermath of its five-year marketing
deal with MLB, "will reach for well know sports stars,"
including Andre Agassi, Deion Sanders, Shaquille O'Neal and
Derek Jeter, "to interact more directly with 'Generation
Next' consumers." The company will spend "about" $75M in
radio, TV, print and outdoor ads in support of its
"Generation Next" theme. Benezra notes that "up-and-comer
athletes" such as Mia Hamm, Jorge Campos, Holly McPeak, Lisa
Leslie, Picabo Street and Jeff Gordon we be featured in the
Pepsi Stuff catalogs where consumers can redeem on-pack
points for Pepsi-branded jackets, T-shirts, watches and
accessories. The four-month Pepsi Stuff program begins May
19 (BRANDWEEK, 3/24 issue).
MORE PEPSI STUFF: In speaking with THE DAILY its MLB
deal, Pepsi VP/Media & Entertainment Rick Rock said that
after Derek Jeter, Pepsi has not finalized plans for other
sponsorship spokespeople. All Star Balloting at 7-Eleven's
will kick-off the sponsorship around May 1 (THE DAILY)....
Larry Mendte reported that Shaquille O'Neal is starring with
Dennis Miller, Rob Reiner and Michael J. Fox in a new
commercial for Pepsi, which debuts Saturday on CBS during
the NCAA semifinals ("Access Hollywood," 3/26).
