PepsiCo unveils marketing campaign
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- January
- 12
PepsiCo Inc., the Purchase-based beverage giant, will change the look of its Pepsi-Cola cans, bottles and cups every few weeks as part of a new marketing campaign that kicks off in February.
The traditional Pepsi globe logo and name lettering will stay on the soft drink containers. But the background graphics will change more than 35 times this year, the most changes in the 109-year history of the Pepsi brand.
The company said that changing designs are expected to appear on more than more than 8 billion Pepsi-Cola containers around the world. The goal is to “reflect themes close to the hearts of teens and young adults, such as sports, music, fashion and cars,� the company said.
The drink containers also will include Web addresses that give consumers access to online content, games, contests and sweepstakes. Those promotions inviting American consumers to help design a Pepsi billboard ad for New York City’s Times Square and develop a paint scheme for NASCAR driver Jeff Gordon’s car. Soft drink cans sold internationally will include the addresses of Web sites that allow consumers to share music and video with others. Television, radio and print promotions also will be part of the campaign.
“On the surface, this might look like a packaging update, but it’s much more than that,� said Cie Nicholson, senior vice president and chief marketing officer of Pepsi-Cola North America. “We’re changing the way we interact with consumers, and now we’re doing it on their terms.�
This entry was posted
on Friday, January 12th, 2007 at 2:49 pm by Jay Loomis.
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