Pepsi gears up for summer

BRAND ACTIVITY

Nov 27th, 11:21

Global soft drink brand Pepsi, partnered with Out of Home media experts Provantage, to kick off their engaging 2013 summer campaign.

Their latest campaign is underpinned by Pepsi’s ‘Live for Now’ philosophy, which encourages the LSM 4-7, predominantly male millennial target market to truly embrace the moment.

According to PepsiCo SA beverages marketing manager, Ian Pate, “The focus of the Pepsi Summer campaign is to bring a fun, engaging and uniquely Pepsi experience to consumers while also driving product trial and presence in key areas around the country.”

The two-month campaign, which launched in November, is focused on 35 large scale events across Gauteng, KwaZulu-Natal and the Western Cape.

A giant “gig-rig” truck, dressed in Pepsi blue, will arrive at key locations offering high footfall of the target market such as taxi ranks and interchanges, popular shisa nyamas, malls and township car washes. The truck then transforms into a stage at the venue and comes equipped with a vibrant MC, professional Pepsi dancers and performers as well as a celebrity DJ at select venues.

Crowds are then treated to live performances of a choreographed Pepsi dance and invited to battle it out on stage in dance and rap sessions, with instant prizes up for grabs and a grand prize to be won at the end of the campaign. Free ice-cold Pepsi samples will be available to keep the crowd refreshed while they are entertained throughout the day by the DJ spinning tracks, onstage dancers and an MC to keep the vibe going.

Pepsi is making sure that news of the truck’s spectacular arrival is announced by Pepsi flash mobs, who will drive sampling and awareness prior to the main event, which will be held in most cases over the weekends. Accompanying these ‘mobs’ will be soccer trick demonstrations and additional samples of ice-cold Pepsi.

With hot summer days ahead the ‘Live for Now’ Pepsi tour is bound to create a stir in consumers’ minds.