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PEPSI'S ACCOUNT-SPECIFIC HOLIDAY STOCK UP PROMOTION OFFERS $80 MILLION IN DISCOUNTS; PROMOTION FEATURES TOP HOLIDAY SELLERS: TOYS, BATTERIES AND MUSIC

 SOMERS, N.Y., Dec. 2 /PRNewswire/ -- Pepsi-o?la kicks off the holidays with a special TV, radio and print advertising campaign starring nearly 1,000 retail accounts. Thirty-second TV ads with localized tags urge consumers to stock up on Pepsi products at thousands of supermarkets, convenience stores, drug and mass merchandisers and at the same time receive valuable discounts to entertain the young and old. The program features top-selling holiday items from Toys "R" Us, Music Land and Duracell.
 The three television ads, "Chorus," "International" and "Gliding," integrate the retailer name as well as the consumer offer into the middle and end of the commercial.
 The Christmas/New Years holiday season is second only to July 4 for soft drink consumption. The period contains three of the top ten sales weeks of the year. "Pepsi's a natural part of entertaining and holiday parties," said Doug Kellam, Director, Brand Pepsi, Pepsi-Cola Company. "The new campaign reminds consumers to stock up while receiving valuable discounts for the items they purchase most during the holiday season: toys, batteries and music."
 Consumers visiting participating accounts that sell Pepsi can receive up to a $50 discount toward the purchase of Hasbro toys at Toys "R" Us or up to a $75 discount for Music Land stores including Sam Goody and Suncoast. When consumers purchase two 12-packs of Pepsi products as well as batteries, they can receive a $5.00 rebate from Duracell. The promotion will run through December 31.
 Pepsi's advertising agency for national and regional promotions, Tracy-Locke, created the TV commercials. The unique animations utilize computer-generated special effects similar to those used in "Jurassic Park," "Star Wars" and "E.T."
 Pepsi introduced the account-specific media concept last January. Animated ads featuring offbeat comedic animals created by cartoonist Kevin Pope highlighted the funny side of running out of Pepsi and reminded consumers to have plenty of Pepsi on hand for parties. The entertaining television ads as well as radio spots and print materials were customized for more than 500 Pepsi accounts.
 Pepsi-Cola is headquartered in Somers, N.Y., and is a division of PepsiCo, Inc.
 -0- 12/2/93
 /CONTACT: Amy Sherwood, 914-767-7225 or Gary Hemphill, 914-767-6672, both of PepsiCo/
 (PEP)


CO: Pepsi-Cola; PepsiCo, Inc. ST: New York IN: FOD ADV SU:

TW-LG -- NY058 -- 9787 12/02/93 11:56 EST
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Publication:PR Newswire
Date:Dec 2, 1993
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