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HIGH ON ENERGY AND HUMOR, PEPSI'S NEW 1993 "GOTTA HAVE IT" COMMERCIALS TARGET COMPANY'S YOUTHFUL FRANCHISE

 SOMERS, N.Y., Jan. 26 /PRNewswire/ -- The Big Game's largest advertiser will debut a new pool of decidedly youthful, upbeat advertising on Super Sunday, Jan. 31.
 Pepsi is devoting its entire five-minute, multi-million dollar Super Sunday ad schedule to spirited new "Gotta Have It" commercials for flagship brand Pepsi and a new campaign for Crystal Pepsi, its recently introduced clear cola.
 Laced with humor and realism that pokes fun at today's politically correct times, the new Gotta Have It ads trumpet an irreverent call to action: "Be Young. Have Fun. Drink Pepsi." The Gotta Have it campaign, introduced during last year's Championship Game, helped Pepsi rank as the nation's top advertiser for the first three quarters of 1992, according to Video Storyboards, a New York-based advertising tracking firm.
 "The new commercials speak to the fun-loving, Pepsi-drinking kid in all of us," said Jeff Campbell, senior vice president, Brand Development. "We've turned up the energy level to directly target the core of the New Generation -- everyone who's young at heart. The message is simple: do what you love and live life to the fullest."
 With "Be Young, Have Fun, Drink Pepsi" as their thematic rally cry, the commercials urge the Pepsi Generation -- baby boomers enrolled in the 1960's, along with today's young people -- to live life to the fullest.
 The campaign's style ranges from spoofing a low-budget, late-night cooking show on preparing artichokes, to poking fun at Coca-Cola, as a Coke-sipping old-timer winds up on a California beach with Pepsi, wearing an "EAT, SURF, DIE" T-shirt.
 Mirroring today's youthful quest for adventure, the campaign serves up an antidote to the bland, politically correct 90's. While a stuffy psychiatrist sermonizes about the trend toward "introspection, moderation, a return to quiet elegance, common sense and old-fashioned values," teens cavort in a rambunctious frenzy, riding rollercoasters, sliding down banisters, diving off stages, surfboarding on sand, bounding off walls, and blissfully spraying each other with Pepsi. Rocker George Thorogood's twangy "Who Do You Love" guitar riff is the backing track.
 Another fast-paced spot humorously charts the life of a young boy, who sits in front of a Pepsi vending machine and sees himself growing old and conservative. He finishes school, marries, has kids and barbecues with the inlaws, trades Pepsi for prune juice, and finally hangs it up and heads down to Miami where he buys some white shoes and pants that come up to his chest and complains about the government full time.
 "The new ads are a more dynamic interpretation of our cornerstone theme: Pepsi is for everyone who is young at heart," Campbell said. "When tested with 800 adults and teens, more than 90 percent had positive feelings about the campaign, calling it fun' and attention getting.'"
 In addition to the Gotta Have It spots, two new commercials for Crystal Pepsi, a naturally flavored, clear cola which was introduced nationally on Dec. 9, will air immediately before kickoff and in the Championship Game's first commercial break.
 A teaser commercial for the campaign -- positioning Crystal Pepsi as right for today's consumers looking for a radically different cola taste -- initially debuted during the presidential Inauguration, a time symbolic of change. The spots, driven to the beat of rock group Van Halen's hit song, "Right Now," are inspired by the graphically-intense, picturesque look of Van Halen's award-winning music video for the song.
 "You'll be seeing two very different, very compelling faces of Pepsi-Cola during the game," Campbell said. "Pepsi is for those only concerned with doing what they love and drinking what they want. For those thirsty for change, Crystal Pepsi offers a naturally flavored, preservative-free, totally unique beverage experience. With fire and ice, we've got the $34-billion cola spectrum covered."
 Pepsi-Cola Company is a division of PepsiCo, Inc. BBDO/Worldwide created the new Crystal Pepsi and brand Pepsi campaigns
 PEPSI-COLA COMPANY ADVERTISING HISTORY
 IN SUPER BOWL GAME BROADCASTS
 -- Pepsi-Cola has been advertising on Super Bowl game broadcasts
 since 1985.
 -- Pepsi has aired the game's first commercial following kick-off
 for the last four years
 -- In the 1992 Redskins-Bills Championship Game, Pepsi's "Gotta Have
 It" slogan debuted in a three-commercial extravaganza featuring
 Yogi Berra, Jimmy Connnors, Regis Philbin, "Downtown" Julie
 Brown, John Tesh, Leeza Gibbons, Shannen Dougherty, Bo Jackson,
 and George Plimpton. Pepsi's Cindy Crawford "Kids" commercial
 also aired and rated as American's second-favorite Super Bowl ad,
 according to USA Today's "Ad Meter."
 -- In 1991, the New York Giants nipped the Buffalo Bills on a last-
 minute field goal. The ad contest wasn't nearly as close. Diet
 Pepsi's "You've Got The Right One Baby, Uh-Huh!" commercials
 debuted, and Americans rated the spots as three of the game's
 four best commercials, according to the USA Today's "Ad Meter."
 The spots, featuring Ray Charles and the Uh-Huh! Girls, went on
 to become ad campaign of the year, according to Time magazine.
 -- In 1990, two new Pepsi ads again top the charts. "Wonder Years
 star Fred Savage suffers from writer's block until he's inspired
 to liken his girlfriend to an "effervescent" Pepsi. A night at
 the opera goes awry for Michael J. Fox when his date asks for a
 Diet Pepsi. The misadventure lands him onstage amid a triumphant
 chorus.
 -0- 01/26/93
 /CONTACT: Andrew Giangola, 914-767-7495, or Amy Sherwood, 914-767-7225, both of Pepsi-Cola Company/
 (PEP)


CO: Pepsi-Cola Company ST: New York IN: ADV FOD SU:

TM-AH -- NY002 -- 8894 01/26/93 08:16 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Date:Jan 26, 1993
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