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Volume 24 No. 112

Sponsorships Advertising Marketing

     Coca-Cola unveiled its 13 new commericials for its flagshipbrand, Coke Classic, which continue the succesful "Always"campaign for the 3rd year.  The slogan has been changed slightlyto "Always and only Coca-Cola."  In Atlanta, Chris Roush writesthat five of the ads "place heavy emphasis on battling private-label sodas" (ATLANTA CONSTITUTION, 2/14).  "Qualities liketaste, the contoured Coke bottle and the red disk logo are evenmore prominently stressed than in the last two years" (StuartElliott, N.Y. TIMES, 2/14).  Ten other ads, from Creative ArtistsAgency, will be released next month (WALL STREET JOURNAL, 2/14).     MARKET SHARE REPORT:  Beverage Digest, an industrynewsletter, reports that Diet colas lost ground last year, whileCoke Classic, Pepsi, Dr. Pepper, Mountain Dew and Sprite allgained.  In the soft drink market, top-ranked Coke rose from20.1% in '93 to 20.4%, while No. 2 Pepsi rose from 17.7% to17.8%.  Among sports drinks, No. 1 Gatorade (78.2%) lost groundto Coca-Cola's Powerade (10.1%) and PepsiCo's All Sport (5.4%).Gatorade held 85.6% of the market in '93 (Herry Berkowitz, N.Y.NEWSDAY, 2/14).     PEPSI TO SPIN OFF RESTAUARANTS?  USA TODAY reports someanalysts are predicting a spinoff of PepsiCo's restaurantdivision -- Taco Bell, KFC and Pizza Hut (USA TODAY, 2/14).     A-B TO ICE RELATIONSHIP WITH LABATT:  Following LabattBreweries' legal loss to Anheuser-Busch over the terms "ice beer"and the ice brewing process, there is speculation that Labatt'sagreement with A-B to brew Budweiser in Canada could be injeopardy.  While Labatt spokesperson Sharon Paul said the twoissues have no relation, A-B officials could not be reached forcomment.  The deal brings Labatt C$45M in annual profits (MarinaStrauss, Toronto GLOBE & MAIL, 2/14).  In St. Louis, Robert Manorreviews the testimony by August Busch IV in the Labatt trial andthe view the trial provided behind the scenes in the beer wars.A-B announced that it will replace Ice Draft with two new beersBud Ice and Bud Ice Light (ST. LOUIS POST-DISPATCH, 2/13).

     WELCOME TO PLANET REEBOK:  Universal Studios, FL, will open
Planet Reebok -- "a sports/entertainment/retail/ restaurant
complex" set to open in 1996 in Orlando.  According to BRANDWEEK,
"The complex will match Reebok endorsers with Universal amusement
park technology."  Reebok Senior VP of Integrated Marketing Dave
Ropes:  "You might face a Roger Clemens fastball or shoot free
throws with Shaquille O'Neal" (BRANDWEEK, 2/13 issue).
     SEGA HITS LONDON:  Sega, the Japanese video game maker, has
chosen London as the site of "Europe's first virtual reality
theme park."  The proposed indoor complex, set to open by Summer
'96, will be located in the Trocadero, a shopping and
entertainment center in Picadilly Circus.  The 10,000 square
meter project will surpass Sega's other theme park, Joypolis in
Yokohama, Japan (FINANCIAL TIMES, 2/14).     ABC'S OF
INTERACTIVITY:  USA TODAY's Kevin Maney reports that Cap
Cities/ABC "no longer wants to be defined as a broadcaster, even
though the driving force of the company today is the ABC
broadcast network.  Cap Cities/ABC wants to be a software
company, creating the entertainment and information -- the
'software' -- that will run on any and every technology out
there."  Some deals Cap Cities/ABC has entered:  A $100M
investment in the Spielberg/Geffen/ Katzenberg DreamWorks
venture; partnership with video game maker Electronic Arts on
multimedia software; a joint investment with EA in Sports Lab, a
S.F.-based company developing "virtual reality sports rides";
development of on-line searchable programming; and ABC Online, an
area found on America Online (USA TODAY, 2/14).

     Sun Apparel, a leading jeans manufacturer, announced the
signing of NBA Hall-of-Famer Jonh Havlicek to represent Real Pro
jeans, targeted to men over 40.  Havlicek joins Joe Greene and
Luis Tiant in the campaign, which debuts March 1995 under the
tagline, "When Men Were Men and Jeans Were Jeans" (Sun
Apparel)....Stride-Rite is making the "largest investment ever"
in its Keds brand with a $25M image campaign.  Keds Senior
VP/Marketing Kate Bednarski, formerly of Nike:  "We have the
greatest brand loyalty of anyone.  The image just needs some
dusting off" (BRANDWEEK, 2/13).... Following the completion of
Nike's acquisition of Canstar, for C$27.50 a share, Nike Manager
of Investment Relations Rick Anguilla said there will be no
immediate management changes at Canstar, but that the focus this
winter will be on marketing (OTTAWA CITIZEN, 2/11)....S-K-I Ltd.,
the owner and operator of several major ski resorts, has hired an
investment adviser to help evaluate a possible merger or sale of
the company.  S-K-I stock rose from 3 7/8 to 16 3/8 on Monday
(USA TODAY, 2/14)....Fresh off its purchase of athletic shoe
maker Ryka, L.A. Gear "will remain acquisition-minded in 1995,"
according to president Bill Benford (BRANDWEEK, 2/13 issue).

     The NHL is joining other major team sports with a
participatory grassroots program called "Breakout."  The program
combines street and roller hockey instruction, exhibition and
competition in a portable outdoor venue, and appearances by local
players.  Initial plans call for an eight-city tour from July 15
through September.  NHL Dir of Fan Development Ken Yaffe said the
league "hopes to tie in existing corporate sponsors and local
marketers."  Breakout will be handled by Streetball Partners,
which runs similar programs for the NBA, NFL and MLB (BRANDWEEK,
2/13).