ADVERTISING & PROMOTION: INTEGRATED - PEPSI

Client: Pepsico

Client: Pepsico



Campaign: Link-up with the Spice Girls



Agencies: Broadcast Innovations, AMV BBDO, Claydon Heeley



Budget: Undisclosed; pounds 1m paid for TV commercial



The Brief



The activity had to appeal to a core teenage market in order to

reinforce Pepsi’s positioning as the cola for youth.



The brand also wanted to continue its music-based heritage, which goes

back 60 years. Its most recent associations with music stars were with

Michael Jackson, Madonna and Tina Turner.



The Campaign



The three-tier campaign involved a 30-second TV ad, an on-can promotion

and the Spice Girls’ first live concert in Istanbul this month.



The ad, ’Generation Next’, by Abbott Mead Vickers, ran during the summer

and featured the girls holding cans of Pepsi while dressed in Pepsi

colours.



An exclusive CD single - Step to Me - was released during the summer for

an on-can promotion through Claydon Heeley.



More than ten million cans featured pink ring pulls and pictures of the

Spice Girls. To claim the four-track CD, consumers had to collect 20

Pepsi ring pulls.



All those sending off for the CD were entered into a free prize draw to

see The Spice Girls in Instanbul on October 12. Around 400 prize winners

are being flown in from all over Europe.



The Result



The TV ad was the first non-US PepsiCo ad to get global

distribution.



It was the only part of the promotion for which the Spice Girls were

paid.



The ad helped The Spice Girls penetrate previously untapped markets such

as South America. The promotion has resulted in 12,000 to 15,000 CDs

being redeemed daily from July 28.



Since using the girls, Pepsi has achieved its highest market share in

recent years. Its share of the cola market has increased by up to 1.6%

across Europe, and is now pushing 20%.



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