Taco Bell "Congo" promotion breaks through fast-food jungle; company sells 900,000 "Congo"...

IRVINE, Calif.--(BUSINESS WIRE)--June 9, 1995--As "Congo" the movie makes its national debut this week, nearly a million fast food fanatics will be wearing specially designed "Congo" digital watches after visiting Taco Bell, the movie's quick-service restaurant headquarters.

Taco Bell, which

launched a nationwide movie tie-in promotion on June 2, has already sold some 900,000 collectible "Congo" watches during the event's first week. In addition to the watches, the company reports that it has distributed nearly three times the amount of "Congo" cruiser cups in its drive-thru lanes than it had anticipated. The movie debuts at theaters today.

"We're very pleased with the response thus far, and we expect interest will grow even further with the movie's debut," said Jerry Gramaglia, senior vice president of marketing, Taco Bell. "We're pleased to team up with Paramount and the Kennedy/Marshall Company in conjunction with the much anticipated `Congo', and are proud to have our name associated with this exciting project. We think this will be a winner for us. It's already had a positive impact on the business."

The company's involvement includes a multifaceted promotional package valued at more than $35 million. The company introduced its $15 million ad campaign last week with a 30-second commercial. The ad, produced by Boyington Productions and Bozell Worldwide, Irvine, Calif., captures the mystery of the "Congo" by taking viewers on an expedition "beyond their wildest dreams" deep within the jungle where they discover the legendary taste of Taco Bell.

The advertising also promotes three collectible, digital watches which are available at all 4,600 Taco Bell restaurants. The $20 million promotions package includes the merchandise premiums, store-front billboarding, and in-store decorations designed to generate consumer awareness in both the film and Taco Bell's participation.

In addition to the collectible watches, the company is featuring a 32-oz. "Pepsi Cruiser" cup which depicts the identical scene featured on the film's poster. The cup is specifically designed to fit into automobile beverage holders, and is available free with a large drink purchase at drive-thru windows. Premiums are available through July 6, or until they "become extinct." The company expects to distribute over 3 million cups and four and a half million watches by the end of the promotion.

Taco Bell Corp. a subsidiary of PepsiCo Inc. is the nation's leading Mexican-style quick service restaurant chain with more than 20,000 points of access and $4.5 billion in system wide sales. The chain serves more than 50 million customers each week.

CONTACT: Taco Bell, Irvine

Jonathan Blum, 714/863-3915