Pepsi-Cola North America said Wednesday it is teaming with Geffen/Interscope Records and DreamWorks Records for a marketing campaign for the recently launched Pepsi Blue.
Geffen/Interscope's rap-rock group Sev performs its first single, "Same Old Song," on Pepsi Blue's first TV spot, set to air during the MTV Video Music Awards on Aug. 29. The spot and the video for the song were filmed on the same set. Tag: "It's the Mix." Spend was not revealed. The song is from the group's first CD, "All These Dreams."
Meanwhile, DreamWorks' funk-rockers Papa Roach and Pepsi will jointly promote the product and the band's upcoming single, "Time And Time Again," also using the same set and music for both the song's video and an upcoming Pepsi Blue commercial. The single is due to be released Sept. 10, but a debut date for the commercial, according to BBDO, New York, was not given.
"The phrase 'It's the mix' is more than just a tagline -- it describes this entire project -- from both bands' musical styles to Pepsi Blue's fusion of cola and berry," Dave Burwick, CMO for Pepsi-Cola North America, said in a statement. "And from a business standpoint, it's a fusion of marketing strategies. We will help each other to grow. The Pepsi Blue commercial will expose Papa Roach and Sev to millions of people and give teens access to the music they really enjoy."