- Title: USA: RICHARD BRANSON LAUNCHES HIS NEW VIRGIN COLA SOFT DRINK IN NEW YORK.
- Date: 13th May 1998
- Summary: NEW YORK, NEW YORK, UNITED STATES (MAY 12, 1998) (RTV - ACCESS ALL) 1. GV/ZOOM: RICHARD BRANSON BREAKS THROUGH WALL OF COLA IN TIME SQUARE 0.21 2. MV: BRANSON ON TOP OF TANK IN TIMES SQUARE. 0.26 3. GV: COCA-COLA SIGN IN TIMES SQUARE. 0.29 4. GV: TANK AND ONCOMING TRAFFIC IN TIMES SQUARE. 0.33 UNIDENTIFIED LOCATION (VNR-ACCESS ALL) 5. GV/MV/CU: VARIOUS VIRGIN COLA IN PRODUCTION (5 SHOTS) 1.02 NEW YORK, NEW YORK, UNITED STATES (MAY 8, 1998) (RTV - ACCESS ALL) 6. MCU: INTERVIEW WITH BEVERAGE ANALYST, MICHAEL C. BELLAS CHAIRMAN AND C.E.O. OF BEVERAGE MARKETING, "IT'S GOING TO BE VERY, VERY TOUGH FOR VIRGIN COLA TO MAKE A SIGNIFICANT BEACH-HEAD. NOW HAVING SAID THAT, THERE'S ALWAYS A PLACE FOR A NICHE PLAYER IN THE AMERICAN COLA MARKET, BUT IT WILL NOT BE A BIG BRAND. IT WILL NOT HAVE ACCESS TO SOME OF THE SIGNIFICANT BOTTLER NETWORKS IN THE COUNTRY AND IT WILL HAVE GREAT DIFFICULTY EVEN GETTING SHELF SPACE IN SOME OF THE MAJOR ACCOUNTS. IF HE HAS IT IN SOME OF THE LOCAL MARKETS , SAY WASHINGTON D.C., MAKES IT VERY LOCAL WITH ALOT OF LOCAL COMMERCIALS AND DOESN'T OVER-SPEND IT MAY WORK AS A LOCAL, SMALL, REGIONAL BRAND." (ENGLISH) 1.38 (MAY 12, 1998) 7. MV/ZOOM: CUTAWAY TO BRANSON ON TANK IN TIMES SQUARE. 1.46 8. CU: MAN IN TIME SQUARE WHO WAS TASTING NEW COLA PRODUCT "I THINK IT TASTES BETTER THAN COKE AND PEPSI, I LOVE IT." (ENGLISH) 1.50 9. TRACK: CUTAWAY TO SHOT OF TAXI CAB IN TIMES SQUARE AND VIRGIN REPS GIVING OCCUPANTS A FREE SAMPLE OF COLA 1.56 10. CU: WOMAN IN TAXI, "YOU BET, IT'S THE BEST, IT'S THE BEST, DRINK VIRGIN SODA, COCA-COLA, IT'S THE BEST, WE LOVE IT." (ENGLISH) 2.05 11. GV: CUTAWAY TO WORKERS GIVING AWAY SAMPLES ON THE STREET. 2.09 12. MCU: BRANSON SAYING,"OBVIOUSLY, ONE'S ULTIMATE AIM , IF YOU'RE GOING TO COMPETE IS TO PUSH COKE INTO THE NUMBER TWO POSITION. I ACCEPT THAT I MAY BE QUITE AN OLD MAN BEFORE THAT HAPPENS, AND MAYBE MY CHILDREN MAY SEE IT HAPPEN, BUT THAT'S THE END." 2.24 13. GV: VIEW OF BRANSON ON TANK ROLLING DOWN NEW YORK CITY STREET. 2.27 Initials Script is copyright Reuters Limited. All rights reserved
- Embargoed: 28th May 1998 13:00
- Keywords:
- Location: NEW YORK CITY, UNITED STATES + UNIDENTIFIED LOCATION
- City:
- Country: USA
- Reuters ID: LVA9GB1UQWH0ALI54IY5Z7PSHP4F
- Story Text: British entrepreneur Richard Branson drove a tank through New York's Times Square on Tuesday (May 12) to launch Virgin's new cola soft drink in the United States.
A convoy led by Branson atop an army tank and flanked by Virgin Cola urban guerillas rumbled through the streets of the Big Apple enroute to Time Square.
Virgin Cola was launched three years ago by music industry and airline magnate Branson.
The move coincides with Pepsico's bid to sue Coca-Cola, contending Coke illegally manipulated food service distributors.
Analyst doubt Branson will make an impact on the Coke or Pepsi market share due to their predominance in the United States.
Branson knows it might take a long time for him to break into the U.S.market but he says he's here for the long term.
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