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