RC Cola bets '99 ad funds on tie-in with Fox's `Hill.'

Kramer, Louise
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p16
Trade Publication
This article deals with the television advertisement launched by Royal Crown (RC) Co. for its RC Cola in April 1999. The marketer has created two 15-second spots for its struggling soda using characters from the popular animated series. The advertisements will run on network television and cable and in 35 spot markets in the U.S. The company will devote about $3 million in media spending to the promotion of the product. In this regard, extensive local radio also will be used, including another contest in which listeners have to mow RC into their lawns.


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