Largest film merchandising campaign
- Who
- PepsiCo/Lucasfilm
- What
- 2000000000 US dollar(s)
- Where
- Not Applicable
- When
- 01 May 1996
In May 1996, PepsiCo (owners of Pepsi, Pizza Hut, KFC, Taco Bell and Frito Lay) signed a deal with Lucasfilm guaranteeing them the right to link their products with Star Wars during the Special Edition re-releases of the original trilogy, leading up to the 1999 release of Episode I: The Phantom Menace. At a reported $2 billion (£1.34 billion), the agreement remains the most extensive single cross-promotion deal in movie history.