PEPSI'S NEW AD STRATEGY INCLUDES POSSIBLE U.S. OPEN DEAL
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).