Soda Pop Goes Pop

LPartnership in Dallas last week helped Pepsi-Cola launch a summertime promotion that celebrates the soft drink company’s tie-in with cultural icons.
In the “Pepsi Pop Culture” promo, customers will complete portions of well-known catch phrases, e.g., “Hasta la vista [blank],” on an in-package board game in order to win.
Prizes include meeting celebrities such as Melrose Place actress Alyssa Milano and Xena: Warrior Princess star Lucy Lawless. Pepsi, Diet Pepsi and Mountain Dew drinkers get a chance to dine with Arnold Schwarzenegger at a Planet Hollywood or a $25,000 shopping spree at the Mall of America in Minneapolis with Milano. Those meeting Lawless will travel to her TV show’s set in New Zealand.
The more likely prizes to be won are the 2.5 million instant win items, ranging from free soft drinks to Harley-Davidson motorcycles.
“Pepsi Pop Culture” will be supported by new television, radio and print advertising from BBDO, New York. An Internet site component of the contest was developed with DDB Interactive, Dallas. –Glen Fest