Cola War Is Helping Rescue Nation’s Schools

Buy a soft drink, help a school. Budget’s tight, call a cola company.

That is the thinking behind the unusual partnership between the nation’s leading beverage companies and many parents and principals.

In Moodus, Conn., the entire town is collecting Pepsi caps to save the dilapidated Nathan Hale-Ray High School. In the first three weeks, children saved 20,000 caps. At a nickel apiece, the caps won’t cover $9 million in expenses, but the fund-raising drive has raised hopes. The students have even suggested renaming the school “Pepsi-Cola High School.”

It’s also good business for Pepsico Inc., Pepsi-Cola’s parent company. Local stores have increased their orders; one pharmacy ordered 6,000 bottles, said teacher Adam Friedman.

At Weymouth High School in Massachusetts, Pepsi and Coca-Cola are fighting over the chance to erect a new $5,000 scoreboard. Pepsi has warned it won’t donate the board if the Coke vending machine remains in the school gym. Coke has made a counteroffer to provide a similar board.

School officials, once hesitant to mingle educational purposes with commercial ventures, say tight fiscal times have made these partnerships more appealing.

“I generally oppose endorsing products,” said Francis Corbett, a school committee member. “But if we’re going to make a pact with the devil, let’s get the best deal we can.”

The National Assn. of Secondary School Principals supports school-corporate partnerships if children aren’t corrupted in the process.

“They should not cross the line where they are using students for their own profit motives,” said spokesman Lew Armistead. He said the association had objected to Channel One, a project of Knoxville, Tenn.-based Whittle Communications, which provides schools with special television news programming that is mixed in with advertising.

The beverage makers, already renowned for innovative ways to reach consumers, have become more creative about reaching young buyers.

Pepsi’s “Be Excellent” video, a montage of pop stars and athletes preaching anti-drug and -alcohol themes, has been shown to 3 million students in 2,700 high schools across the country this year, said spokesman Andrew Giangola.

Students at Pinkston High in Dallas and Southwestern High School in Detroit are eligible for $2,000 in scholarships if they meet attendance, grade and drug-free goals.

Coca-Cola donated $50,000 to the Massachusetts Interscholastic Athletic Assn. to keep the state’s high school basketball tournament afloat.

The cola companies, maintaining they have always been dedicated to community service, say interest in the programs has jumped dramatically in the last year.

“Schools are extremely cash-strapped and looking to corporate America to help out wherever possible,” Giangola said. “This is a great example of how businesses can help schools and schools can help businesses.”

Pepsi usually requires schools to install its vending machines in return for scoreboards, computer equipment or cash bonuses.

Coca-Cola, according to one vice president, does not make such deals.

“We don’t hold anything over their head,” said Donald Dowd, noting Coke sponsors high school athletic events, rewards athletes of the week and donates money to local boys and girls clubs.

But, he added, “We’ve been very fortunate, because of our activities, to get the endorsement of these schools. That’s business.”

For Pepsi, “We’re selling the product by virtue of the fact we have a vending machine on site,” said Ken Kimmel, New England marketing director.