EVENTS & PROMOTIONS: MAXWELL HOUSE WINS EXCLUSIVE STATUS AT PIER 39

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Pier 39 is entering a three-year partnership with Kraft Foods' Maxwell House for exclusive coffee and coffee-flavor beverage sponsorship rights at the San Francisco attraction, which draws 10.5 million people annually. Coca-Cola Co. and Crystal Geyser Water Co. also share beverage rights; Swatch Watch USA is another major sponsor, with Dreyer's Grand Ice Cream, Visa USA, Eastman Kodak Co. and Citibank.

Kraft Foods is teaming with Promote It International, Denver, for a summer promotion linking supermarkets, shoe stores, health clubs and Kraft's Crystal Light beverage mix. Consumers can get five free visits to a local health club in exchange for buying one container of Crystal Light. Point-of-purchase displays urge consumers to call a toll-free number to identify participating health clubs. Crystal Light is promoted inside health clubs with a sweepstakes for one member per club to win a free pair of shoes from L.A. Gear.

E. McIlhenny Sons Corp. named Kragie/Newell, Des Moines, agency of record to develop and implement the Tabasco sauce maker's 1997-98 Nascar sponsorship. Tabasco also has been named the exclusive condiment of events surrounding next

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