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[ May 25th 2001 ]

Drink manufacturers Coca-Cola and Pepsi Cola Co. are gearing up for their own summer showdown as both companies compete for a dominating share in the juices, waters and new age beverages markets. While Coca Cola have enlisted the help of Harry Potter and the Sorcerer's Stone (Warner Bros.) penned by children's author J K Rowling as part of their $500m advertising campaign, Pepsi Cola have partnered with Paramount Pictures to ride the Tomb Raider train to maximum exposure.

Pepsi Cola have also instrumented a series of Tomb Raider commercials to associated it's Cherry Pepsi, Raid The Pepsi brand with Core Designs British aristocrat Lara Croft. Contestants will also be given the opportunity of winning a host of movie merchandise, and a Sony Playstation II. Coca Cola countered with the launch of it's Discovery Can promotion, giving consumers the chance to win prizes when they buy cans of soda. "When push comes to shove, it's the liquid with bubbles that's going to make them or break them," said beverage industry analyst Manny Goldman. "If the cola business doesn't make it, (Coke and Pepsi) have a problem."

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