Tricon promo's Phantom impact

Kramer, Louise
July 1999
Advertising Age;7/5/1999, Vol. 70 Issue 28, p1
Trade Publication
This article discusses the Tricon Global Restaurants' exclusive fast-food sponsorship of the Star Wars prequel in the U.S., as of July 1999. The sponsorship was supposed to represent a defining moment for the company. Instead it is turning into a defining defeat, as Tricon's KFC, Pizza Hut and Taco Bell chains struggle to dispose of tie-in paraphernalia. Sales for the second quarter are expected to rise in the mid-single digits for KFC and Taco Bell and slightly higher for Pizza Hut. Analysts and company insiders had hoped for 10% sales lifts for each brand. Yet, during the past two weeks, Tricon has scrambled to make changes in its Star Wars marketing strategy in an attempt to bolster sales. In addition, each chain has relaxed its food purchase requirement for the toys.


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