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DIET PEPSI AND RAY CHARLES GIVE RUSSIA A TASTE OF THE UH-HUH! SPIRIT FIRST-TIME-EVER DIET PEPSI TO BE ADVERTISED IN RUSSIA

DIET PEPSI AND RAY CHARLES GIVE RUSSIA A TASTE OF THE UH-HUH! SPIRIT
 FIRST-TIME-EVER DIET PEPSI TO BE ADVERTISED IN RUSSIA
 MOSCOW, Feb. 25 /PRNewswire/ -- Pepsi-Cola International (PCI) and Ray Charles are bringing the Uh-Huh! spirit to the people of Russia in the first-ever television commercials for Diet Pepsi seen in the Republics. PCI will sponsor the Russian broadcast of "Ray Charles: 50 Years in Music, Uh-Huh!" -- the first-ever Ray Charles performance broadcast in the former Soviet Union.
 Charles is the chief spokesman for Diet Pepsi and has starred in numerous television commercials that made the popular catchphrase, "You Got The Right One Baby, Uh-Huh!," part of pop culture lexicon.
 Pepsi-Cola International purchased three minutes of ad time on Russian Television Radi (RTR), and will run two commercial spots - "Performance" and "Around The World" -- starring Charles, which debuted during the 1991 Super
Bowl. Diet Pepsi is the second-largest selling cola in the Republics behind the number one brand, Pepsi-Cola.
 "Ray Charles is one of the few performers today whose appeal crosses age and cultural boundaries like no other," said Peter Kendall, vice president, Worldwide Marketing, PCI. "I have no doubt that he'll touch the people of Russia, the same way he's touched millions of lives around the world with his music."
 PCI will join top R&B, jazz, rock, pop and country stars -- along with the legendary Ray Charles -- to celebrate his half-century of making music. The musical gala, which was broadcast in the U.S. on Oct. 6, 1991, includes performances by Patti LaBelle, Gladys Knight, Michael Bolton, Willie Nelson and more, with a special, first-ever duet between Ray Charles and Stevie Wonder.
 "PepsiCo has a long, successful history of investing in the former Soviet Union," said Karl Nigl, vice president, Russia, PCI. "So, while other western companies may shy away from investing during the current economic climate there, Pepsi is forging ahead."
 "Ray Charles: 50 Years in Music, Uh-Huh!" will be broadcast tonight during prime time (8:30 PM, Moscow time). The program will be re- broadcast in six weeks with three different commercials, including a new Diet Pepsi spot.
 Pepsi-Cola International is the international soft drink division of PepsiCo, Inc. PCI markets some of the world's largest soft drink brands in over 150 countries and territories. It's one of PepsiCo's fastest growing divisions, with 1991 sales of U.S. $1.5 billion and is the volume leader in some 40 countries and territories worldwide.
 -0- 2/25/92
 /CONTACT: Barry Holt of Pepsi-Cola International, 914-767-6150/
 (PEP) CO: Pepsi-Cola International; PepsiCo, Inc. ST: New York IN: FOD SU: SM -- NY048 -- 2343 02/25/92 12:24 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Feb 25, 1992
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