Taco Bell celebrates 35th Anniversary; Mexican fast food leader brings popular, updated characters to more than 3,000 restaurants; Nestle joins anniversary celebration with retail promotion.

NEW YORK--(BUSINESS WIRE)--August 28, 1995--Turner Home Entertainment (T.H.E.) and Taco Bell Corporation are celebrating the 35th anniversary of Hanna-Barbera's "The Flintstones." "The Flintstones" debuted on ABC-TV as the first prime time animated series in September 1960. Currently in syndication and international distribution, "The Flintstones" is watched by more than 300 million people in 80 countries and in 22 different languages.

Over 3,000 Taco Bell restaurants throughout the United States and Puerto Rico will participate in the promotion starting Sept. 4, 1995 and ending Oct. 8, 1995. The "Celebrate the Flintstones 35th Anniversary at Taco Bell" promotion will feature the Flintstones Stone Age Style, a fresh updated look for the brand created in honor of this year's anniversary, on all kids meal point of sales materials and premiums.

Based on the original concept sketches which were considerably more rough-hewn than the characters as we know them now, the new Flintstones Stone Age Style was designed to appeal to children and teenagers of today. Contemporary and colorful, the new designs portray the characters exhibiting a wide-range of emotions.

"The overwhelming, timeless popularity of `The Flintstones' will undoubtedly make this promotion one of our most exciting consumer offers," said Jerry Gramaglia, senior vice president, Taco Bell Corp.

Over three million kids meals, which start at $1.99, will include a Flintstones 35th anniversary character-identified stamper, featuring Fred Flintstone in a golf cart, Barney Rubble on a bicycle, Pebbles, in a carriage or Dino on a skateboard. TV and radio will support the campaign in various markets with Taco Bell and Universal Studios Hollywood (for discount ticket offers) teaming up in the Los Angeles region.

"Taco Bell's massive distribution helps to drive the promotion and expose the new Stone Age Style to millions of consumers," states Pamela Kaufman, T.H.E.'s vice president, promotions.

The Taco Bell Flintstones promotion kicks off a year-long celebration. Events and promotions by major Flintstones licensees across various categories are in development for 1996. Other Flintstones 35th anniversary promotional partners that will be in in the market this year include Nestle, AMF Bowling and Days Inns. Nestle Ice Cream Company is running a dedicated frozen novelty promotion that includes Dole(R) Fruit 'N Juice Bars, Drumstick(R) ice cream cones and Bon Bons(R) ice cream nuggets and Flintstone Push-Up(R) treats with retail displays highlighting the Flintstone's 35th Anniversary in approximately 3,000 stores across the country. During the month of August, Nestle will insert over one million sets of Flintstones 35th Anniversary milk caps inside specially marked packages of Flintstones Push-Up(R) treats, and consumers will have the chance to "instantly" win one of 5,000 Flintstones watches via in-pack instant-win certificates.

AMF Bowling Centers are engaged in "Fred's Bedrock Bowling Mania" promotions at over 200 locations across the country. The promotion offers bowlers the chance to "instantly" win t-shirts, hats, bowling bags, a 35th Anniversary collectible bowling ball and a grand prize trip for four on Dolphin Cruise lines with the purchase of a "Fred's Instant Win 40 oz. Bedrock Bowling Boulder Mug."

Concurrently, Days Inn celebrates the Flintstones Anniversary through 1995. Their summer program includes the "Flintstone's Family Fun Rate" which offers families a specially priced room in addition to providing each child with a free "Flintstones Family Travel Pack" at check-in. Each travel pack includes a Flintstones toy, Bedrock map/activity book with crayons and Flintstones stickers, and additional giveaway samples from Flintstones licensees. The promotion also features "Flintstones Front Desk Mall and Merchandise Catalog" at each participating location from which guests can purchase a selection of Flintstones licensed products including t-shirts, hats, watches, clocks, trading cards, games and towels. The Flintstones 35th Anniversary logo will be featured on all Flintstones merchandise at Days Inn Front Desk Malls during the third quarter of 1995.

Taco Bell Corp., a subsidiary of PepsiCo Inc., is the nation's leading Mexican-style quick service restaurant chain with more than 20,000 points of access and $4.5 billion in system wide sales. The chain serves more than 50 million customers each week.

Since 1957, Hanna-Barbera has been the world's leading producer of cartoons. Committed to cultivating talent and innovative production of new product, the studio continues to refresh and extend the brands contained in the world's largest cartoon library. Today, through World Premiere Toons, Hanna-Barbera is giving birth to new characters and these future stars will take their place along side some 900 characters including The Flintstones, The Jetsons, Yogi Bear, Huckleberry Hound and Jonny Quest. Hanna-Barbera Inc., is a wholly owned subsidiary of Turner Broadcasting System Inc.

Turner Home Entertainment (T.H.E.), a wholly owned subsidiary of Turner Broadcasting System Inc., handles worldwide licensing and merchandising; home video and non-theatrical distribution; international theatrical distribution; book publishing; interactive media development and distribution; and educational services of TBS-owned properties.

CONTACT: T.H.E.

Frederika Brookfield, 212/852-6851

or

Hanna-Barbera

Richard Lewis, 213/436-3004

Karen Farris-Hobson, 213/436-3018

or

Taco Bell Corp.

Amy Sherwood, 714/863-4300