Massive P.O.P. Program Supports "Pepsi Stuff"
Pepsi-Cola has announced that it is supporting its "Pepsi Stuff" promotion, the biggest single consumer promotion in the company’s history, with a massive in-store point-of-purchase drive that is five times the size of any previous Pepsi promotion.
For the promotion, Pepsi will reward loyal Pepsi drinkers with $125 million worth of clothing and merchandise, ranging from sunglasses to mountain bikes. More than 170 million Pepsi Stuff catalogs will be distributed in-pack and in-store.
Extensive media advertising and Pepsi’s new World Wide Web site, (www.pepsi.com) are being used in conjunction with the p.o.p. to support the promotion. The theme line running through all of the communications is "Drink Pepsi. Get Stuff."
Cosmair To Relaunch Helena Rubinstein In U.S.; A. Robinson Apptd. G.M.
Cosmair Inc., has announced that Andrea Robinson will join the firm to become General Manager in charge of the launch of Helena Rubinstein color cosmetics and skin treatment lines in the United States.
Cosmair’s L’Oreal acquired Helena Rubinstein worldwide in 1988. Rubinstein is presently marketed as a prestige line in over 40 countries in Europe, South America and Asia.
Seagram To Market Devil Mountain Beer
The Seagram Beverage Company, New York City, has announced an agreement to become the exclusive U.S. distributor and marketer for Devil Mountain craft beer.
The product line includes a Five Malt Ale, Black Honey Ale and Railroad Gold Ale.
Joseph Fisch, Jr., President of The Seagram Beverage Company, said, "Devil Mountain was a pioneer brand in the early stages of the craft brewing revolution in the eighties with a superior reputation and a strong local following. Seagram intends to build on Devil Mountain’s legacy bringing great tasting Devil Mountain beers to a national audience."
Musicland Announces Mktg. Appointments
Musicland Stores Corp., announced that it has appointed David Walker as Vice President, Advertising and has promoted Marcia Appel to Vice President of Marketing and Merchandising for the music stores division. She will continue to lead the company’s national promotion and REQUEST magazine groups.
Musicland operates 1,496 stores under the names Media Play, On Cue, Suncoast Motion Picture Co. and Sam Goody/Musicland.
Castrol Launches SYNTEC Technology Center Display
Castrol North America Automotive has developed the SYNTEC Technology Center, a new interactive display that will answer consumers’ questions about synthetic motor oils at the touch of a button. The displays merchandise SYNTEC Full Synthetic and Castrol’s new SYNTEC Blend, and also feature product literature and point-of-sale coupons.
The displays were designed by Berni Design, Greenwich, CT.
Exclusive value added tie-in promotions with the NBA, NFL and NHRA will also support the launch.
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