Big Red Looks to Raise National Profile with Transformers Deal
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Big Red is hoping a tie-up with Transformers will convince millennials to give the fruity cream soda a taste.
The Texas-based soda company signed a movie marketing deal with Paramount Pictures that links its brand with the latest installment of the Transformers franchise, “Age of Extinction,” directed by Michael Bay and due out June 27.
Big Red has $250 million in annual retail sales, according to the company, with a strong base in the South and Midwest, particularly with families, Hispanics and blue-collar consumers. But it hasn’t been as popular with younger generations. And it’s tough to compete with beverage giants like Coca-Cola and Pepsi, which sell billions of dollars of soda around the world. The brand is hoping the Transformers deal will give it a national profile.
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