PepsiCo is going to introduce great changes into its promotional movement. The company is pushing its brands online and is relaunching its UK website in April. In summer the giant will invite the consumers of its soft-drink products to show their “wild side”.
According to marketingmagazine.co.uk, the company is also refreshing its Pepsi logo. The revamped logo, which was introduced last year in the US, will be now introduced in Britain and will be used for Pepsi, Pepsi Max and Diet Pepsi cans. It also adopted the new strapline of the upcoming campaign. The ‘Max your life‘ and ‘Max it‘ slogans will be changed for ‘Max your wild side‘ positioning.
The company is turning from TV to digital, and is going really big in the area. The recently launched social campaign The Pepsi Fresh Project, through which it is giving out millions of dollars to support social cases. The campaign also involves celebrities, who present projects of their own.
Frank Lampard
The company is going on competing with its major rival Coca-Cola, which is an official supporter of 2010 Fifa World Cup, and this week Pepsi launching a 30-second viral ad for Pepsi Max featuring the French striker Thierry Henry in body paint specifically for the football event. The advert will be launched on the digital platform. The commercial is to be aired this week, and in summer it will be followed by TV spot, featuring Chelsea players Frank Lampard and Didier Drogba as well as Liverpool striker Fernando Torres.