Fort Worth Star-Telegram from Fort Worth, Texas • 63

r' 'i i ir'j i- f- ri i y-t yrV THURSDAY EVENING NOVEMBER 1 8 1 982 1 982 FORT WORTH STAR-TELEGRAM 7 ii ini Li ii ir ii i Price Good Thru Saturday November 20th BC-258' Recognized by the photographic industry as 1981 Retailer Of The Year! Ready or not Coke to launch 'diet' ad blitz WASHINGTON your glasses world" said the Coca-Cola executive all but quaking with fervor gonna drink Diet Coke just for the taste of it!" Or maybq because world ii the next year Diet Coke commercials will be harder to escape than the common cold Coca-Cola hopes to make Diet Coke as much a household word as the common cold is as a matter of fact though the company wants people to think of it in a somewhat friendlier light They were thinking of it in a reverential evangelical light here in the nation's capital recently when the Mid-Atlantic Coca-Cola Bottling Co unveiled the new product for an audience of more than 1000 employees suppliers and the Some Quantities Limited BR1NGETHOME' TO PLAY BRING THE ADVENTURE HOME Of the Lost Ark Comes To Your Atari Home Video Game Center! Limited I Quantities! fc -'I IUCASFHM LTD IlFU 198? All rights reserved Used by ATARI Inc under license Help ET phone home in the new home video game from Atari Limited Quantities! and the character are trademarks of and licensed by Universal City Studios Inc-Ci 1982 Universal City Studios Inc All rights reserved $12495 with joysticks paddles PLUS Game Cartridge! Atari Home Video Computer System Super Price A Tom Shales ATARI A Mfcrn Cortvnuncatuxv Gomoany 196? ATARI Inc All rights reserved SAVE ON THE BIG ONES FROM AcfiVisioN HM4RKER BROTHERS I I nrnTriLiiu-iiil jnn HTTP nn press who exactly go bananas with appreciation until the Tab girl Lisa Parker appeared on stage under the big red and white "Piet Consign M- want all you loyai Tab' drinkers to know not turning their backs on Tab" said Ms Parker who once sashayed through a popular Tab commercial in her bikini Tab a one-calorie cola was introduced by Coke in 1962 Why is the company bringing out a new diet cola to compete with it? Because Coke says the diet- soda market is expected to double in size by 1990 and is now growing three times as fast as the regular soft-drink market So room for one more j- And Tab has been primarily to wom- enM vhereas Diet Coke will be pitched to men and to women The difference was also explained this'way: Tabls the beautiful people" and Diet Coke is real What the real beautiful people will drink apparently is up to diem- Diet Coke had its first appearance in New York earlier this year (some of us smuggled cans of it back home in our luggage) debuts in 10 US markets this rnpnth and by the end of next year will be every where assuming of course that supermarkets can find space for it on their already overcrowded shelves Americans will learn of the new taste sensation via "a powerful advertising campaign" and Surprisesurprisetelevision hasbeen as the primary for that Diet Coke makes its debut in each market with a pair of spectacular spots for which production costs reportedly totaled $15 million which is more than enough to produce an entire one-hour television show' The spots called were shot in part at Radio City Music Hall where the famous Rockettes are seen dancing around a gigantic Diet Coke can in a ceremony that is going to remind some people of a Busby Berkeley movie and others of a pagan priapic rite A chorus sings Diet Coke! gonna drink it just for the taste of Intercut with this extravaganza are views of hired celebrities seated in the audience They burble over with enthusiasm and gurgle down plenty- of Diet Coke as part of the frenzy The celebrities include Susan Anton Telly Savalas and rising from his seat td blow a kiss toward the stage Bob Hope who certainly does not need the money In an eight-week period that starts Nov 22 a Coke spokesman said 91 percent of all households in this area will be exposed to the Diet Coke commercial an average of 29 times The Diet Coke just another advertising wingding Coca Cola is very serious and a little nervous about the whole thing because this is the first time in 96 years that the trade- marks Coke and Coca-Cola have been extended to a product other than The Real Thing itself James Harford president of the mid-Atlantic franchise referred to trademark as treasured family Thus he told the Washington crowd gathered here tonight to launch the most significant new product in the history of the Coca-Cola company and in the history of this And Michael McNally vice president for marketing of Coca-Cola said the Diet Coke campaign is part of three-pronged cola brand assault on the market of the As if this enough of a media event the crowdwas shown examplesof how New York TV stations covered the New York media event held in honor of Diet Coke On film reporter Jim Van Sickle of WNBC-TV looked at the 200 reporters who turned out for a Cpke press conference and exclaimed "Sometimes President Reagan draw a crowd like this!" From there it was but a short hype to dinner First a local singer sang an invocation given me more than I could dream of" he sang At that moment however Coca-Cola executives were dreaming of being given just a wee bit more 1982 The Washington Post Company Afghan guerrillas take town ISLAMABAD Pakistan (AP) Afghan guerrillas have overrun the town of Rokha one of two positions held by government security forces in the Panjsher Valley 70 miles north of Kabul according to a report reaching Pakistan The report Wednesday from a guerrilla field commander identified only is Masud did not say when Rokha was attacked or whether there were casualties itj lh0 fighting He said had directed his men to harass the hearby town of Anawa- where he said other 1 Afghan troops are garrisoned The report of the attack on Rokha came a month after Soviet troops vacated the area leaving Afghan soldiers to hold it Mexico Is stable official says TMEXICO CITY (AP) Interior Secretary rique Olivares Simtana says there is compl social and political stability in the country only J5 days from thC transition' of power Movie choice not duplication A great movie value Movies that are chosen because A month of movies on Cinemax costs less the kind of movies other channels usually than taking the family to just one movie so you get more movie In fact each month you get all the different choice and less movie duplication films on Cinemax for less than 25c each Over 50 movies each month Cinemax is the cable TV service with over 50 different movies each month Everything from classics to contemporaries All uncut and uninterrupted Our difference is our movies: Tv CALL TODAY! 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