SMITHKLINE BEECHAM TO CO- MARKET THROUGH SPORTS

     SmithKline Beecham will begin a "major" co-marketing
initiative, "working with key retailers in six regions on account
specific promotions tied to sponsors of local sports teams or
events," according to Pam Weisz of BRANDWEEK.  SmithKline has
signed sponsorship deals with the Bruins, Rockies, Orioles and
Flyers, and will also sponsor driver Dennis Vitilo's car in the
Toyota Grand Prix of Long Beach. Although SmithKline has tied its
brands to events or causes, "it has never executed as large a
corporation sponsorship program."  The move also signals a "major
foray into co-marketing, where manufacturers and retailers work
together to grow sales."  In January, purchase of two SmithKline
products (Tums, Sucrets, or Aquafresh) at certain retailers comes
with a premium such as a team cap.  The promos will also include
sweepstakes (Pam Weisz, BRANDWEEK, 9/25 issue).