Pepsi-Cola Co. this month inked a strategic marketing and vending alliance with No. 1 mall developer Simon DeBartolo Group, Indianapolis, for on-site marketing within hundreds of its malls nationwide. Pepsi becomes exclusive soft drink marketer within the malls with rights to market and vend soft drinks in common facility areas. The alliance will result in integrating Pepsi's in-mall vending machines with various frequent-usage loyalty programs within the mall. Terms of the deal were not disclosed. It was coordinated in-house by Simon Brand Ventures, the developer's strategic marketing organization.
U.S. Tobacco Co. announced a new promotional partnership between its Skoal smokeless tobacco brand and Nascar in conjunction with the latter's 50th anniversary. The promotion includes in-store support for a "Track Pack," offering 75 cents off Skoal Long Cut. The promotion, handled in-house, begins this month.
Coca-Cola Co. is using "Scratch the gold, win the trip" as the tagline for one of the first national promotional efforts for Surge soda. The program, leveraging the company's USA Hockey, National Hockey League and 1998 Winter Olympics sponsorships, launches in February.