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DIET PEPSI KICKS OFF 1994 WITH INNOVATIVE PROMOTION TARGETING 10 MILLION SUBSCRIBERS TO NATION'S LEADING WEEKLY MAGAZINES

 SOMERS, N.Y., Dec. 31 /PRNewswire/ -- Diet Pepsi kicks off 1994 with an innovative promotion called "Fill the Fridge" targeting 10 million subscribers to the nation's leading weekly magazines, including Time, People, Sports Illustrated and Entertainment Weekly.
 Over a four week period, beginning Jan. 17, consumers will receive a personalized offer inside each issue for free Diet Pepsi product or discounts on party favorites, like snacks, appetizers, and deli platters, when they purchase multi-packs of Pepsi-Cola products. The program jumpstarts trial and larger purchases of Diet Pepsi during one of the biggest party times of the year: football season.
 In addition to the magazine insert, a package offer such as a free 2-liter bottle of Diet Pepsi with the purchase of two 12-packs of Pepsi-Cola products will appear in retail store displays nationwide. "Diet Pepsi and parties are a formula for fun," said Ruth Mack, director, Diet Pepsi, Pepsi-Cola Company, Somers, N.Y. "'Fill the Fridge' gives consumers two ways to try Diet Pepsi and buy larger quantities of product so they have plenty on hand for entertaining during one of the nation's largest party seasons."
 To create the magazine component, Pepsi bottlers and local retailers teamed up to create valuable offers for individual magazine subscribers and drive traffic at specific supermarkets, convenience stores, petroleum outlets, drug or mass merchandisers in their market.
 The campaign is supported by a humorous 30-second commercial touting the "stock-up for playoffs" message as well as print, radio and point-of-sale materials. The promotional advertising was created by BBDO.
 Pepsi-Cola Company is a division of PepsiCo, Inc. (NYSE: PEP) and is based in Somers, N.Y.
 -0- 12/31/93
 /CONTACT: Amy Sherwood, 914-767-7225, or Gary Hemphill, 914-767-6672, both of Pepsi-Cola Company/


CO: PepsiCo, Inc. ST: New York IN: FOD SU: PDT

TM -- NY002 -- 8330 12/31/93 15:32 EST
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Publication:PR Newswire
Date:Dec 31, 1993
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