Word: pepsis
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...Barcelona, but the affiliated Corporate Sponsor Marketing Games have been going hot and heavy for some time. The main event is a piratical competition known as ambush marketing. The venues are magazines and television. The major matches so far are Visa International vs. American Express and Coca-Cola vs. Pepsi-Cola...
...least one battle being fought at Penn State University has nothing to do with political correctness. In State College, Pa., ideological warfare has been eclipsed by the grand finale of a heated competition between soft-drink giants Coca-Cola and Pepsi for an exclusive 10-year contract to be the school's official thirst quencher. Pepsi won the honors, and as a result no other sodas will be sold anywhere on the university's 21 campuses. In return, Pepsi is awarding Penn State $14 million, money that will go to scholarship funds and construction of a new sports arena...
...importance of participating in the political process. The result: 8,000 new voters, an estimated 90% of whom, according to Rock the Vote, cast a ballot in last February's primary. Future plans include a Sept. 15 TV special on voting featuring myriad famous faces, sponsored by youth- conscious Pepsi, and broadcast on the consciously hip Fox network, home to Bart Simpson and the trendy gang from Beverly Hills...
Challengers Coke and Pepsi take on champion Gatorade...
PowerAde makes only oblique reference to its primary target, Gatorade, in its commercials. But Pepsi will take the champ head on. Touting "gulpability" (achieved by using wide-necked bottles), All Sport ads will knock Gatorade by stressing that, in the words of a Pepsi spokesman, "there is no reason a sports drink can't taste good." The commercials will also contrast 1960s black-and-white sports scenes with contemporary color action to emphasize that "our drink was formulated a generation after theirs...