To cash in on Valentine’s Day, Pepsi has launched an innovative consumer initiative – Pepsi Love Wrap – in Delhi and Gurgaon, where consumers can send messages printed on customized labels of 500-ml Pepsi bottles.
Consumers can write their messages on entry forms available at key Pepsi outlets such as Pizza Hut, SUBWAY, Mark Pi, PVR Cinema and Satyam Cinema and submit them. Entry forms are also available at mobile ‘Love Wrap’ vans, which visit youth hangouts in the city. Consumers can submit their messages in exchange for a Pepsi 500-ml label, and on winning the games conducted through the vans.
Submitted messages would then be printed on customized ‘Love Wrap’ labels on 500-ml Pepsi bottles and hand delivered in attractive carry bags to consumers at their respective addresses. Shashi Kalathil, Executive Director (Marketing), Pepsi Foods Pvt. Ltd., says, “Pepsi has always connected with the youth in its inimitable way – be it through music, movies or advertising. This consumer initiative is a unique way to add more fun and excitement to an occasion like the Valentine’s Day which is very youth-centric, and make it much more memorable.”
Pepsi is actively associated with youth-centric consumer-connect campaigns and has bagged two awards at the All-India Promo Power Awards 2003 for innovative promotional activities.