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RC Cola Gets 100-Year Promo

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DALLAS Cadbury Schweppes Americas Beverages is launching a nationwide promotion on Memorial Day weekend for the 100th anniversary of RC Cola, the company said.

The promotion runs through Labor Day, according to Plano, Texas-based CSAB, which counts RC among its numerous beverage brands that include Seven-Up and Dr Pepper. The value of the campaign was not disclosed.

As part of the promotion, RC Cola will carry 100th anniversary packaging and sponsor a sweepstakes.

The forerunner of RC was developed by a pharmacist in 1905. The cola became known as Royal Crown Cola when it was reformulated in 1934, the company said. Among the Hollywood stars who worked in RC advertising were Bob Hope, Bing Crosby and Joan Crawford before she married the chairman of Pepsi in 1955.

"Today, consumers have countless beverage choices, yet RC Cola has withstood the test of time, which is truly worth celebrating," said Charlotte Dimery, brand manager for RC.