Pepsi intends to attach the ‘cool’ and ‘stylish’ quotient to its image with its new packaging. The new sleek packaging of ‘My Can’ for its brands Pepsi and 7Up will be targetted towards a wider audience with its relatively low pricing, as compared to the normal cans.
This new can will also present an opportunity for consumers to be featured on the packs, who would be selected through a contest held at colleges. Brand ambassadors Shah Rukh Khan and John Abraham feature in the new TVC created by JWT.
Throwing more light on the campaign, Punita Lal, Executive Director-Marketing, Pepsi Foods, observed that a multimedia campaign for the new packaging will have more emphasis on the television medium. “The media spends will be spread across TV, radio, web and various consumer activation programmes. Almost 80 per cent of spends will be for the television medium, followed by outdoor, web and radio media,” she said.
Two new TVCs, featuring both Khan and Abraham, will go on-air from August 15. The commercial intends to show both the stars being upstaged by a young guy for a can of Pepsi. The ‘Me on My Can’ consumer activation programme seeks to offer the youth an opportunity to be on the new Pepsi packs. The pan-India activity will be carried out in and around colleges and BPOs. Participants can also log onto the Pepsi microsite at Yahoo! for uploading their entries.