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PEPSI ANNOUNCES
TOMB RAIDER MOVIE TIE-INS
Copyright 2001 www.tombraiderchronicles.com Official
Paramount Pictures Press Release
[ May 2nd 2001 ]
Pepsi-Cola
Company, Paramount Pictures and Sony Computer
Entertainment America Inc. announced today that
they will partner their marketing muscle to offer
consumers the "Raid the Pepsi, Search for PlayStation"
promotion to coincide with the highly anticipated
release of this summer's action adventure, "Tomb
Raider."
The promotion,
running May 14 through June 24, is built around
an instant-win offer that will feature the largest
giveaway of PlayStation 2's ever. Theatergoers
will have their first larger-than-life encounter
with virtual adventurer Lara Croft on June 15,
when Paramount Pictures' action adventure "Tomb
Raider," starring Oscar-winner Angelina Jolie,
opens nationwide. The proposition is simple: "Raid
the Pepsi, Search for PlayStation" allows consumers
to "raid" specially marked packages of Pepsi,
Wild Cherry Pepsi, Diet Pepsi and Pepsi ONE and
search inside the pack or behind the label for
an instant-win message. In addition to winning
one of thousands of PlayStation 2s, consumers
also can win PS one game consoles, PlayStation
video games, official "Tomb Raider" movie posters
or a Sony Home Entertainment Center (including
a PlayStation 2, a big-screen TV and Sony home
theater package). On-pack coupons will give consumers
$5 off a variety of software titles for PS one
and PlayStation 2 from Eidos Interactive.
"SCEA
is adding incredible value by bringing PlayStation
2 to the mix; it's the state-of-the-art video
game system and it has become a 'must-have' entertainment
item," said Frances Britchford, vice president
of marketing for Pepsi-Cola North America. "Then
Paramount will bring the excitement even higher
when 'Tomb Raider' premieres in June." Lisa DiMarzio,
Senior Vice President of Worldwide Marketing Partnerships
for Paramount Pictures said, "Wild Cherry Pepsi
is the perfect fit for the energy and adventure
of Tomb Raider. Pepsi has fully embraced the property
by leveraging all assets of the brand. This cross-promotional
campaign truly combines the power of three of
the world's most recognized brands to create this
summer's most exciting promotional effort. We
are especially pleased to see a property like
'Tomb Raider,' which was born on PlayStation,
evolve into a major theatrical release," said
Andrew House, senior vice president, Sony Computer
Entertainment America.
"Among
Hollywood's elite, celebrities and studios alike,
we have witnessed an explosive interest in PlayStation2
computer entertainment system and what it represents
as a viable entertainment option. We are very
excited to be partnering with Pepsi and Paramount
Studios on this promotion and are confident that
this program will reinforce our message that the
PlayStation brand represents quality entertainment
bar none." Pepsi will lead the way with it's Wild
Cherry Pepsi 30 second TV commercial which begins
airing May 6. The spot, shot on the actual "Tomb
Raider" movie set and entitled "Smashing," lives
up to its billing as Lara Croft demolishes a series
of demons with some quick thinking and deft athletic
moves to recapture her Wild Cherry Pepsi. The
brand, which will continue its tagline of "more
to go wild for," is one of the nation's fastest-growing
soft drinks, with an overall sales increase 13%
in 2000. In addition to the television support,
the promotion will benefit from a strong radio
schedule and exposure on http://www.pepsi.com
and http://www.playstation.com before and during
the promotion. Pepsi will promote the program
through point-of-sale displays at retailers and
Pepsi bottlers will have the opportunity to develop
individual programs within their areas.
Visit
pepsi.com for competition details and more info
here. Pepsi's
Official Tomb Raider Site
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