Word: pepsis
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...between the plays, when commercials are king - and often more entertaining than the game - capitalism still reigns, and Madison Avenue still has its dynasties. Anheuser-Busch, who brought us the once-riveting Bud Bowl, has bought 10 of CBS' $2.3 million 30-second spots. Pepsi will be all over the place, as will FedEx and Visa. EDS, who last year gave us the "cat herders" treat, is back with a running-of-the-squirrels Pamplona thing. And Bob Dole is hawking - well, it's sort of a surprise, which we won't spoil in case the game's a stinker...
...Bowl XXXV is a snoozer, here's who to blame: the ad wizards at Omnicom's BBDO New York. Between its clients Pepsi, Frito Lay, Pizza Hut and FedEx, the agency is populating nearly 30 percent of the game-time ad space all by itself...
...R.E.M.-fan-encircled hotel, and after I pass the many multicolored billboards announcing Rock in Rio with all those pictures of enraptured Internet-connected youth, I see one sign that really stands out. It's a billboard of Cristo Redentor standing behind a huge, sweating can of Pepsi, almost like he's about to throw his arms around it. But I'm not thinking about Jesus' Pepsi just this moment. I'm thinking about how I'm gonna fit into that stupid T-shirt...
...show as a form of couples counseling. They seemed to have been chosen from a sign-up table at Greek Week: watching their last dinner together before their separation was like your worst bed-and-breakfast communal-meal nightmare come to life. (Sample quote: "It's like taking the Pepsi Challenge, but having the ladies be the actual soft drink.") But more depressing were the Tempters/tresses, who were marched in like breeding cattle and barely introduced before going off to the resort compounds where they would waft their pheromones toward the Temptees. A sexy reality show is not working...
...Gatorade, a $2 billion-a-year dynamo of a brand that has a hammerlock on 80% of the sports-drink market. "When we're done," Gatorade chief Susan Wellington told analysts earlier this year, "tap water will be relegated to showers and washing dishes." Coming on the heels of Pepsi's recent $370 million purchase of SoBe, the hottest of the New Age tonics, the Gatorade deal was Enrico's crowning achievement, effectively solidifying Pepsi's dominance in the fastest-growing segment of the drinks business. "In this area," says Emanuel Goldman, an analyst at ING Barings, "the tables...