Pepsi is poised to launch Pepsi Stuff, a long-term loyalty
strategy, into the UK, with a catalogue offering consumers branded
products at discount prices. The scheme has already been successfully
launched in the US.
The company will this month send 500,000 catalogues and 30,000 e-mails
to homes from its database.
The campaign is a culmination of Pepsi UK’s drive to gather consumer
data and generate brand loyalty among young consumers in the face of
fierce competition from Coca-Cola and Virgin Cola (see table).
Data collection began in earnest with the Spice Girls ’Generation Next’
promotion in May 1997 and included a Star Wars offer in July this
The Pepsi Stuff catalogue offers products from Sony minidiscs to
Technics turntables at up to 40% less than their recommended retail
price in return for a specified number of specially coloured blue or red
ring-pulls. The catalogue features images of ’discount’ Pepsi-branded
shops, designed to attract youngsters.
The campaign, designed and developed by Claydon Heeley International,
ties in with Pepsi’s global strategy tagline ’Ask For More’, which was
launched in February. The positioning suggests Pepsi drinkers get more
out of life.
A spokeswoman for Britvic Soft Drinks said: ’The campaign targets a
youth market, and specifically a core audience of 17-year-old
Andrew Marsden, marketing director at Britvic Soft Drinks, added: ’This
is not a short-term campaign - the blue ring-pulls will be on the cans
’We are extending the Pepsi concept of exclusive access and have gone
out of our way to give consumers good deals and genuine rewards for
The follow-up to Pepsi Stuff, which has an application deadline of
February 29, 2000, is expected to be a further, updated catalogue.
A similar project in the US boosted the company’s market share by a full
one per cent, a success the company wants to emulate in the UK.
Company Q2 1998 Q2 1999
1 Coca-Cola 15.9% 30.6%
2 Pepsi 16.4% 13.4%
3 Virgin Cola 7.9% 7.4%
Source: Taylor Nelson