Pepsi cooks up an an online resource

14 November, 2008

Pepsi has become the first consumer brand in the UK to feature "quick response codes" on

more than 400ámillion cans and bottles.

Mostly used in Japan, QR codes can be scanned by a mobile

phone's camera and link consumers directly to

internet sites. Pepsi's site includes advice from life coach Rusty Champion, football and racing games, ringtones and wallpapers.

Brand manager Chris Owen said: "With the content being constantly updated, consumers will have more reason than ever to purchase Pepsi, to see what we've got to give them next."

The activity kicked off as PepsiCo and Britvic announced that natural cola brand Pepsi Raw will be available in the take-home market following a successful on-trade launch earlier this year.

Made from natural plant extracts and sparkling water, Pepsi Raw will be available in Waitrose, Harrods and Harvey Nichols from this month in its existing 30cl glass bottle.

Three new pack formats have also been developed - a 4x25cl can multipack, 4x30cl glass bottle pack and an 8x15cl can - in order to capitalise on the brand's growing popularity as a mixer with spirits, according to a spokesman.

The 25cl aluminium can will go on saleá in Boots in November, before a roll-out of all formats across the trade in early 2009.

Senior brand manager Ounal Bailey

said: "Cola is a maturing category that needs rejuvenation to drive further growth."

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