Top Story

e4m_logo.png

Home >> Advertising >> Article

Pepsi banks on ‘cool’ quotient for its new ‘My Can’ campaign

08-August-2007
Font Size   16
Share
Pepsi banks on ‘cool’ quotient for its new ‘My Can’ campaign

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.

Tags

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.