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NBA SUPERSTAR SHAQUILLE O'NEAL IS POINT MAN FOR $60 MILLION PEPSI/REEBOK SUMMER PROMOTION

 -- It's 7-Foot-1-Inch Shaq Versus 3-Foot-11-Inch Milton
 For A Pepsi in Summer Ad campaign --
 SOMERS, N.Y., April 28 /PRNewswire/ -- Pepsi-Cola Company will blitz the airwaves throughout May with new commercials starring NBA rookie sensation Shaquille O'Neal. Shaq's first two ads in his five-year Pepsi contract are the centerpiece of the company's summer ad campaign, which includes a $60 million cross-promotion with Reebok International, Inc.
 In one ad, the 7-foot-1-inch superstar disrupts a kids' schoolyard basketball game and challenges a 3-foot-11-inch boy for his bottle of Pepsi. As Shaq reaches for the Pepsi, the little boy warns menacingly: "Don't even think about it."
 The commercial, called "Playground," debuts on May 1 on CBS's NBA playoff coverage, prime time network programs, and MTV. The ad will be seen by more than half of the nation's teens and young adults during a 48-minute ad schedule on Saturday, Sunday and Monday.
 O'Neal's second summer spot, called "Big Slam," also plays on his larger-than-life physical stature. After the profile of a huge, mysterious figure is seen guzzling a Big Slam -- Pepsi's new wide-mouth, one-liter package -- supplies of the cola are depleted around the world. Finally, in Asia, a group of local fanatics realize the source of the global run on Pepsi and chant "Shaq Attaq! Shaq Attaq!"
 The Pepsi/Reebok "Big Slam" spot kicks off May 3 to support the company's national promotion with Reebok. Consumers who collect five bottle caps from Pepsi products can receive a $10 discount on Reebok footwear or apparel worth $35 or more per item. The offer, called "Five Will Get You $10," runs from May 1 through July 15.
 "Shaq's been shattering rookie records and backboards all year long," said Jeff Campbell, senior vice president, brand development. "With that kind of on-court success, no wonder he's already teens' second favorite athlete. Off the court, Shaq's Pepsi and Reebok commercials will likely make him advertising's rookie of the year, too."
 Media support for "Five Will Get You $10" includes radio and outdoor. Promotional materials, including lifesize, 7-foot-1-inch cardboard point-of-purchase cutouts of Shaq, will appear in over 50,000 retail locations which sell Pepsi nationwide.
 Bottle caps for "Five Will Get You $10" can be collected from 16- oz., 20-oz., one-liter "Big Slam," and 2-liter bottles of Pepsi, Diet Pepsi, Crystal Pepsi, Diet Crystal Pepsi, Caffeine Free Pepsi, Caffeine Free Diet Pepsi, Mountain Dew, Mug Root Beer, Mandarin Orange Slice and Lemon-Lime Slice. Thousands of footwear retail locations nationwide are participating.
 Customers who redeem their Pepsi bottle caps and purchase a Reebok footwear or apparel item costing $35 or more at participating retail locations will receive a $10 discount on their purchase. Those customers will also receive a "Win Big" sweepstakes scratch-off game card, good for prizes including 10 trips for two to Orlando to see Shaq play, 250 pairs of Reebok footwear, 5,000 Reebok T-shirts, and 4 million 16-oz. bottles of Pepsi.
 "Reebok is pleased to once again be a partner with Pepsi in a national advertising campaign and retail promotion," said Mark Holtzman, senior director of U.S. sports marketing for Reebok. "Our mutual relationship with Shaquille O'Neal makes this an exciting promotion for retailers and consumers alike."
 Pepsi-Cola Company, based in Somers, N.Y., is a division of Pepsico, Inc. Reebok International Ltd. is headquartered in Stoughton, Mass. BBDO/NY created Pepsi's Shaq Attaq commercials.
 -0- 4/28/93
 /CONTACT: Andrew Giangola of Pepsi-Cola, 914-767-7495, or Dave Fogelson of Reebok, 617-341-5000/


CO: Pepsi-Cola Company; Reebok International Ltd. ST: New York IN: ADV SU:

TM -- NY006 -- 1917 04/28/93 11:00 EDT
COPYRIGHT 1993 PR Newswire Association LLC
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Date:Apr 28, 1993
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