PEPSI, PARAMOUNT, SONY TEAM UP FOR TOMB RAIDER PROMOTION
By Adnews Staff
Pepsi-Cola Canada, Paramount Pictures and Sony Computer Entertainment America have partnered for an instant-win promotion for the upcoming release of Tomb Raider in Canadian theatres June 15. Called "Raid the Pepsi, Search for Playstation", the promotion appears on specially-marked packages of Pepsi, Diet Pepsi, 7UP, Mountain Dew, Caffeine Free Diet Pepsi and Diet 7UP. Consumers look inside the package or behind the label for an instant-win message. Prizes include Playstation and Playstation 2 game consoles, Playstation 2 games, Ericsson wireless phones, Timex Grip Clip watches and Tomb Raider movie posters. A 30-second television spot, created by BBDO of New York for Pepsi and adapted by BBDO Canada for the Canadian market, breaks this week. Television advertising will be supported with POS displays at retailers. The "Raid the Pepsi, Search for Playstation" promotion was created by Pepsi's U.S.-based promotions agency TLP, which also created the POS materials. Adaption of the promotion and supporting materials for the Canadian market was done by Captial C of Toronto. Public relations for Pepsi are handled by Praxis Public Relations of Burlington, ON.