Pepsi scores footie campaign

16 May, 2008

This summer's big promotion from Pepsi is helping consumers get their kicks with the chance to win 1,000 every 90 minutes.

Also up for grabs in the on-pack promotion are an Xbox 360 Elite, a once-in-a-lifetime trip to Los Angeles with David Beckham, a luxury WAG shopping trip and a visit to Barcelona with Thierry Henry.

The 8 million Pepsi Max Kicks campaign is driven by "a new concept in TV advertising" featuring consumers

directing their favourite football superstars "to get their kicks" in locations from the moon to the Amazon rainforest. Beckham and Henry and the rest of the Pepsi Max Dream Team (Ronaldinho, Frank Lampard, Lionel Messi and Cesc Fabregas) feature in the ad, which debuted

last month.

Britvic brand director of carbonates Peter Kirby said the campaign would be "instrumental in uniting football fans throughout the summer and exciting UK consumers".

Bruno Gruwez, marketing director at PepsiCo, added: "Pepsi Max brings consumers

their favourite football stars in

exciting ways. This year, consumers are actually deciding how our ad looks and what their favourite football stars are doing ."

In-store POS will be available to back the push, including dump bins and shelf-edge wobblers.




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter