KFC Corp. this week will create the largest pot pie in history in New York to launch its new Chunky Chicken Pot Pie. Starting at dawn on Oct. 18, a 12-foot-round pie will be assembled in Bryant Park; festivities include a kick-line of dancing peas and carrots and a 75-foot chicken balloon hovering over the park plus samples distributed to onlookers. KFC is backing the launch with a $10 million to $15 million campaign from Young & Rubicam, New York, breaking this week.
Wenner Media's Rolling Stone New Music Tour of 20 colleges kicked off last week, backed by presenting sponsors Davidoff Cool Water fragrance for men and Sony MiniDisc, along with Airwalk and Ray-Ban as associate sponsors. A concert featuring new artists plus product promotion and sampling events are included at each stop on the tour, which concludes Oct. 30. Marketing Mix, St. Louis, coordinates.
IBM Corp. has renewed its global Olympic sponsorship, plunking down more than $40 million to be the worldwide technology sponsor for the 1998 Winter Olympics in Nagano, Japan, and 2000 Summer Olympics in Sydney. IBM is the first of 12 global sponsors of the 1994 Winter and 1996 Summer Games to renew for the next cycle.