Pepsi unveils global multimedia initiative
January 12, 2007
by Keith Nunes
PURCHASE, N.Y. — Pepsi-Cola is introducing new initiatives that allow greater interaction with consumers. The promotional effort features coordinated efforts through multimedia channels such as packaging graphics, the Internet and music.
The company intends to change packaging graphics every few weeks to reflect specific themes such as sports, music, cars and fashion. Included with the redesigned packaging will be web site addresses that provide access to exclusive on-line content such as games, contests and sweepstakes.
"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. "When people pick up a Pepsi they will be getting much more than a great tasting soda. They’ll be getting a passport to the things they enjoy most."
Examples of upcoming packaging designs and promotions include an initiative being called "Your Pepsi" that will link to a web site that will allow consumers to help design a Pepsi billboard ad that will run in New York City’s Times Square; a chance to design a paint scheme for NASCAR driver Jeff Gordon’s car; and web sites that allow consumers to create music and videos.
"We’ve learned young people embrace change and seek discovery, connectedness, personalization and multiculturalism," said Ron Coughlin, chief marketing officer of PepsiCo International. "We believe this restyle touches on all these trends. Now our consumers will have a different experience each time they buy a Pepsi."