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PEPSI-COLA'S NEW FOOTBALL PARTY-THEMED ADS CAPITALIZE ON CHAMPIONSHIP GAME HYPE; MORE THAN 500 DIFFERENT COMMERCIALS URGE GRIDIRON REVELERS TO 'STOCK UP' ON PEPSI FOR JANUARY'S BIG FOOTBALL BASHES

 SOMERS, N.Y., Dec. 28 /PRNewswire/ -- Pepsi-Cola Company today unveiled a new promotional animated advertising campaign starring comic cartoonist Kevin Pope's offbeat animals, who highlight the funny side of running out of Pepsi during their rollicking football parties. The colorful, offbeat spots debut on December 28 and run until pro football's Championship Game at the end of January.
 In one commercial, Curly the partying pig forgets to stock up on enough Pepsi and is tossed around as a pig-skin. In another spot, football-crazed cows take over a house and party until the people come home.
 The commercials, which have opening titles like "Super Bull Party" and "Barnyard Bowl," capitalize on the mounting national attention that leads up to the Big Game at the end of January, in which a new Pepsi ad campaign will debut.
 The animated campaign tying to a genuine American holiday -- January's football parties -- centers around three commercials which have been individually customized for more than 500 local supermarkets, convenience stores, drug chains and mass merchants nationwide, marking the largest customized advertising effort in soft drink history. The promotional spots are part of Pepsi's "Gotta Have It" campaign.
 Each custom commercial intrusively integrates a retailer who sells Pepsi into the beginning and middle of the ad message. For example, midway through "Super Bull Party," the carousing cattle bump into the TV set, which changes channels from live football action to video footage of the special Pepsi retail offer.
 Urging consumers to buy more Pepsi than usual, the new campaign, called "Stock Up! Gotta Have Plenty to Party," attempts to bolster sales during a season in which millions of football fanatics ritualistically party around their television sets. According to Nielsen, Americans watch more television in January than in any other month.
 "Pepsi's strongest asset, besides our products, is our advertising," said Doug Kellam, Director, Brand Pepsi. "We're sharing this powerful resource by creating special individualized commercials for our most valued retail customers, who are supporting the promotion by displaying more Pepsi in larger, party-sized quantities. By portraying animals partying like humans -- and running into trouble when they run out of Pepsi -- we're humorously reminding everyone to stock up on Pepsi for their parties during the Big Game."
 The volume-building business strategy behind the promotion echoes Pepsi's recent Monster Bash promotion, in which the company identified a huge party occasion -- Halloween -- and created advertising and thematic in-store displays to drive larger-than-usual soft drink purchases. According to IRI, when soft drinks are on display, backed by special advertising, sales increase 400 percent. Pepsi has distributed nearly 1.5 million point-of-purchase Partying Pepsi Animals pieces nationwide.
 "The biggest shopping occasion for soft drinks is when people stock up for parties," Kellam explained. "At the same time, nearly one in two households is regularly out of soft drinks. In a fresh, funny, and unexpected way, we're breaking through the clutter of predictable football-themed advertising to remind couch potatoes, armchair quarterbacks, and party animals to load up on Pepsi."
 Dallas-based Tracy-Locke, a DDB Needham Agency, created the Stock Up! advertising for television, radio and print, along with all in-store materials. This year, Pepsi's national promotional agency executed Diet Pepsi's National Uh-Huh! Month in April, and Monster Bash, a joint promotion with Frito-Lay, in October.
 "With Stock Up! the creative challenge was to develop a partnership advertising campaign that helps retail trade customers build their businesses while enhancing the Pepsi brand," said Tom Monroe, executive creative director for Tracy-Locke. "We integrated the retailers' messages by using a commercial-within-a-commercial approach. The humorous animation cuts through the television and in-store clutter to entertain and motivate both retailers and consumers at the busiest time of the year."
 Pepsi-Cola Company is based in Somers, N.Y.
 -0- 12/28/92
 /CONTACT: Anne Ward, 914-767-7067, or (holiday number) Andrew Giangola, 714-854-2083, both for Pepsi-Cola/


CO: Pepsi-Cola Company ST: New York IN: FOD ADV SU:

TS -- NY007 -- 9992 12/28/92 09:59 EST
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Date:Dec 28, 1992
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