PEPSICO has embarked on an aggressive marketing campaign for its Pepsi Diet and has signed on Bollywood actor John Abraham as its first brand ambassador in India.
"John is a perfect fit for Pepsi Diet as he personifies the brand's values of indulgence, freedom and fun. Pepsi Diet holds the unique position of providing a virtually no calorie solution to living life to the fullest, hence the brand idea — Less than one calorie. Go Play," Ms Punita Lal, Executive Director (Marketing), Pepsi Foods Pvt Ltd, said.
Apart from its `Go Play' stunt, Pepsi has also filmed a Salsa television commercial featuring the actor.
Pepsi Diet has also lined up other marketing plans for the year 2006 centred on the same theme. The initiative includes promotions on its can pack, contests on the Web and wireless, as well as activation programmes to drive brand adoption.
The company official said, "Products revolving around the `health' platform have emerged as the growth driver for PepsiCo India this year. Amongst the company's beverage portfolio, Pepsi Diet saw the largest growth in 2005 and achieved a 60 per cent market share in the diet category." The introduction of Pepsi Diet in 250 ml non-returnable glass bottles, called the pocket pack, has lowered the entry price barrier in the Diet category from Rs 20 to Rs 12. The move has witnessed an increase in Diet Pepsi's consumer base, a company statement said.