Pivotal to this youth-oriented game plan is the introduction of All Sport Black Citrus, a refreshing citrus blend with an intriguing and powerful new look. Its eight other flavors include Lemon-Lime, Fruit Punch, Grape, Orange, Blue Ice, Cherry Slam, Extreme Watermelon and Raspberry Burst. All Sport also features the cool All Sport Blaster Top developed for "maximum blast."
"We're taking All Sport higher by lowering our demographic sights," said Dawn Hudson, Senior Vice President of Marketing for Pepsi-Cola Company. "Kids want a sports drink of their own. And, with youth-focused innovations like Black Citrus and the All Sport Blaster Top, that's what we're giving them. We're also tightening our connection with sports -- especially soccer -- at both the grassroots and professional levels."
Along with Aquafina, Pepsi's bottled water brand, All Sport is sponsoring the "Ultimate Soccer Challenge." Testing such skills as passing, dribbling, heading and shooting, the is soccer obstacle course is traveling to 20 markets in association with youth soccer tournaments. Trade tie-ins include an inflatable "Kick Center" that is set up in retailers' parking lots.
"This is a logical move for us because consumers already associate Mott's with the highest quality apple products," said Amanda Vaughan, Senior Product Manager for Mott's. "Marketing premium fresh apples under the Mott's name will further strengthen and expand the Mott's brand."
Mott's premium fresh apples are expected to gain distribution in 40 markets by 1999. Initially, all Mott's premium fresh apples will be Washington State Extra Fancy apples although, apples from other states will be made available after the first year.
The unique pairing between the two companies marks the first time Microsoft's games group has teamed with a specialty apparel retailer to distribute a product exclusively in clothing stores. This promotion also represents the first time the Micrsoft games group has created a promotional product specifically for a company that incorporates the company's logo and Web site into the game. Eddie Bauer will promote the offer with catalog wraps and blow-in cards, display-window posters, in-store banners, display fixtures and door signs.
"We're thrilled that our first golf and clothing promotion is with a leader like Eddie Bauer," said John Rodman, Product Manager for Microsoft Golf at Microsoft. "Eddie Bauer's expertise in consumer retailing makes it a perfect company to pair with around Father's Day. We know that a large percentage of customers who shop at Eddie Bauer use or own a computer and enjoy golf, so this promotion seems a natural fit for us and consumers."
The Golf promotion is taking place at all participating Eddie Bauer locations throughout the U.S. and Canada, except AKA Eddie Bauer and Eddie Bauer Home Stores. Micrsoft Golf 1998 Edition is available through most major PC software outlets for approximately $54.95.
In his new position, Milan will oversee all sales marketing functions for the national accounts/sales development organizations, including trade and customer promotions, trade relations, trade associations, trade development, trade communications and Miller's national business conference. Milan joined Miller in 1985 and has held several positions including Regional Sales Manager, Assistant Brand Manager -- New Product, Associate Brand Manager -- Miller Lite and National Military Manager.
Hanson will direct all national account activities, including developing business and selling strategies for key on and off-premise chain accounts nationwide. He will also oversee all category management activities for all on-and off-premise national accounts. Hanson was most recently Miller's General Manager, Northwest region.