Word: pepsi
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Dates: during 1990-1999
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...they're testing now. They do admit they helped McDonald's with its Big Xtra burger campaign (the Whopperlike 4.5-oz. lettuce-and-tomato burger debuted in Des Moines in January and is being tested in 10% of the chain's U.S. restaurants), and they had a role in Pepsi's decision to change the color scheme on its cans...
...sprawling orchards. But the festival's banners, posters and promotional material tell a different story. The event these days seems not so much a celebration of a cherished fruit as a paean to corporate America. Everywhere you go, you are reminded that "Ameritech presents the National Cherry Festival." Pontiac, Pepsi, American Airlines and A.1 steak sauce have attached themselves to the blossom. More than a third of the festival's $2.2 million budget is underwritten by some 60 corporations. The truth is, the festival hasn't been about cherries in decades--something that locals tend to acknowledge only in hushed...
When Jeff Gordon won the Coca-Cola 600 last month, he celebrated with a liter of Pepsi, his new soft-drink sponsor. It was only fair. He won the Pepsi 400 while representing Coke. The two cola giants went wheel to wheel to roll up Gordon's endorsement, one measure of the man's crossover status as a national marketing icon. With two Winston Cup stock-car championships in the past three seasons, the California-born, Indiana-honed speed merchant is one of the hottest athletes in an even hotter sport...
...Pepsi, a longtime NASCAR sponsor, has in fact redirected its race against Coke by hitching its wagon to Gordon, hoping it can emulate his ability to win coming from behind. "They said all the right things," notes Gordon of the Pepsi switch. "They've really got behind me and done exactly what they said they were going to do." After ceding its "official soft drink of NASCAR" status to Coke this year, the company has essentially said, We'll take Gordon, you take the rest. "He's an exciting new-generation athlete who matches up with Pepsi's personality," effuses...
...METAPHOR] A SENIOR GOVERNMENT OFFICIAL: "If Coca-Cola owned the only store in town, you can bet it would be required to sell Pepsi...