Press release: 1995-05-11: CHERRY COKE AND SEGA OF AMERICA LAUNCH SEGA SATURN SHUTTLE SAMPLING PROGRAM

This is an unaltered copy of a press release, for use as a primary source on Sega Retro. Please do not edit the contents below. Language: English Original source: The Free Library

ATLANTA, May 11 /PRNewswire/ -- Cherry Coke is taking Sega Saturn to the streets. Cherry Coke and videogame giant Sega of America, Inc., today announced a summer-long partnership to include sampling and a videogame tour featuring the revolutionary Sega Saturn, Sega's high-end videogame game system. Beginning Memorial Day weekend, the cherry Coke/Sega Saturn Shuttle Sampling Program will visit 30 U.S. markets, reaching some three million people.

Introduced today during the premiere E-3 Show (Electronics Entertainment Exposition) in Los Angeles, Sega Saturn is a revolutionary new videogame system from Sega that provides an amazing, immersive interactive game experience which makes players feel like they are in the game. The cherry Coke/Sega Saturn Shuttle Sampling Program will be one of the first opportunities consumers will have to play Sega Saturn.

The cherry Coke/Sega Saturn Shuttle is a customized, cherry Coke- logoed shuttle with attached "kiosks." Twenty shuttles contain three Sega Saturn videogame stations each; five "super shuttles" contain eight game stations each. The shuttles will visit a variety of youth-oriented events, including fairs and festivals, as well as local soft drink, video and toy retail outlets.

Samples of cherry Coke will be offered to consumers along with more than one million cherry Coke premiums, and the opportunity to play, free of charge, any of three new Sega Saturn videogames, including "Virtua Fighter," "Daytona USA" and "Panzer Dragoon."

"Momentum for cherry Coke continues to accelerate, backed by an integrated marketing program that includes extensive sampling, targeted promotional opportunities and the continuing roll-out of the 20-ounce contour bottle," said Frank Bifulco, vice president, Marketing, Coca-Cola USA. "The promotional alliance with Sega is another important element in our overall marketing effort directed at increasing brand awareness, trial, and usage among our target consumer -- teens."

Positioned as a hip, cutting-edge, change-of-pace flavored soft drink, cherry Coke is enjoying significant growth. First-quarter 1995 case sales were up almost 30 percent over first-quarter sales in 1994.

"Our partnership with cherry Coke and the promotions we've launched together in recent years have successfully increased brand recognition and sales for both our companies," said Tom Abramson, vice president, Promotions & Sega Sports, Sega of America. "The cherry Coke/Sega Saturn Shuttle promotion will continue to build brand identity, and also will provide a high-visibility venue from which to introduce Sega Saturn to consumers around the country."

Cherry Coke has joined Sega in successful promotional partnerships since 1993. During the 1994 promotion, 2.4 million samples of cherry Coke were distributed, 650,000 Sega game plays were recorded, almost one million cherry Coke premium items were distributed, and an estimated 35 million impressions were made by 24 cherry Coke vans and trailers.

Sega of America is the arm of Tokyo-based Sega Enterprises Ltd. responsible for the development, marketing and distribution of Sega products in the Americas. Sega Enterprises Ltd. is a nearly $4 billion company known as a leader in interactive digital entertainment media with operations on five continents. Sega of America's Internet addresses are: http:/www.segaoa.com (World Wide Web); GO SEGA (CompuServe Forum); [email protected](email); ftp.segaoa.com(ftp site).

 1995 cherry Coke/Sega Saturn Shuttle Markets
 Akron, Ohio
 Atlanta
 Baltimore
 Birmingham
 Boston
 Chicago
 Cincinnati
 Columbus, Ohio
 Dallas
 Dayton
 Denver
 Houston
 Indianapolis
 Jacksonville
 Louisville
 Los Angeles
 Miami
 Milwaukee
 Minneapolis
 Montgomery
 New Orleans
 New York City
 Phoenix
 Philadelphia
 Richmond/Norfolk
 Salt Lake City
 San Antonio
 San Diego
 San Francisco
 St. Louis
 -0- 5/11/95



/NOTE TO EDITORS: Photo accompanying this release will move on AP PhotoExpress Network after 1:30 p.m. PDT today -- see photo PRN2. Also, a free photo to accompany this story is available immediately via Wieck Photo Database to any media with telephoto receiver or electronic darkroom (PC or Macintosh) that can accept overhead transmissions. To retrieve a photo, please call 214-392-0888.

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/CONTACT: Mart Martin, The Coca-Cola Company, 404-676-3445, or Greg Chiemingo or Lee McEnany, Manning, Selvage & Lee, 818-509-1840/

(KO)

CO: Coca-Cola Company; Sega of America, Inc. ST: California, Georgia IN: CPR ENT FOD SU:

BR-KW -- AT009 -- 5715 05/11/95 13:11 EDT
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