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PEPSI-COLA AND CINDY CRAWFORD TEAM UP FOR "GOTTA HAVE IT" FUN -- ALL SUMMER LONG

 PEPSI-COLA AND CINDY CRAWFORD TEAM UP FOR
 "GOTTA HAVE IT" FUN -- ALL SUMMER LONG
 40 Million "Gotta Have It" Value Cards Planned For
 Brand's Longest Running Consumer Promotion Ever
 SOMERS, N.Y., May 11 (PR/TV Newswire) -- Pepsi-Cola Company today announced "Gotta Have It" Card summer, which is slated to be the longest running national consumer promotion in the 94-year history of its flagship brand, Pepsi-Cola. The promotion features discounts on a range of popular consumer items, and kicks off mid-May with a national television advertising campaign starring supermodel Cindy Crawford.
 "Gotta Have It" Summer of Value
 The centerpiece of Pepsi's 16-week national consumer promotion is the Pepsi "Gotta Have It" Card, a plastic card that can be used for discounts on namebrand consumer goods and services. Approximately 40 million "Gotta Have It" value cards will be disbursed throughout the summer, with more than half distributed free in multipacks of Pepsi-Cola products starting May 18. The estimated potential consumer value of the promotion is $5 billion.
 "Consumers have told us they want promotions that are fun, easy to participate in, and that provide immediate reward," said Jeff Campbell, senior vice president, national marketing for Pepsi-Cola Company. "Our 'Gotta Have It' Card will deliver all those things -- and more -- to approximately one out of five U.S. consumers this summer."
 Participating partners in the Pepsi "Gotta Have It" Card promotion include: Reebok; MCI; Blockbuster Video; Norwegian Cruise Lines; Eddie Bauer; Continental Airlines; Avis; Univision television network; MTV and this summer's multi-city MTV Sports Festival Tour; and thousands of additional local partners participating at varying locations across the country.
 Cindy Crawford Returns
 The company's unprecedented 16-week "Gotta Have It" Card promotion will be supported through a three-part national advertising campaign, featuring supermodel Cindy Crawford. The campaign is scheduled to premiere the week of May 11.
 The summer-long campaign marks an encore performance for Crawford and Pepsi; she appeared in a hugely successful commercial introducing new package designs for the company's flagship brand last winter.
 "I'm delighted that Pepsi asked me back to be part of its team for 'Gotta Have It' Card summer," says the 26-year-old Crawford. "Pepsi's commercials are always classy and fun -- and have provided a new dimension to my career beyond fashion and cosmetic modeling."
 The humorous commercials depict supermodel Crawford being treated to extraordinary courtesy and attention, which she attributes to the instant acceptance of her Pepsi "Gotta Have It" Card while shopping and vacationing.
 Pepsi-Cola Company is headquartered in Somers, N.Y. and is a division of PepsiCo, Inc. Pepsi manufactures, markets and distributes Pepsi, Diet Pepsi, Caffeine Free Pepsi, Caffeine Free Diet Pepsi, Mountain Dew, Diet Mountain Dew, Caffeine Free Mountain Dew, Lemon Lime Slice, Mandarin Orange Slice, Mug Root Beer and Mug Cream Soda.
 Pepsi-Cola's "Gotta Have It" summer advertising campaign was created by BBDO Worldwide, N.Y.
 -0- 5/11/92 R
 /CONTACT: Anne Ward, 914-767-7067, or Leigh Curtin, 914-767-7206, both of Pepsi-Cola; or Lisa Kovitz of Hill & Knowlton, 212-697-5600, ext. 3489, for Pepsi-Cola/
 (PEP) CO: Pepsi-Cola Company ST: New York IN: FOD SU:


SH -- NYTV001 -- 8547 05/11/92 10:56 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:May 11, 1992
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