Supporting emerging artists is in DNA of the Mountain Dew bubble drink brand, which never misses an opportunity to get together with younger creatives on various projects or occasions. One of the most energetic PepsiCo’s brands (by nature and style, not by containing caffeine) has teamed up with 19-year old genius of rap Mac Miller, described as “Twitter sensation” by Rolling Stone (now, he’s got over 1,120,000 followers and counting), who released his debut album Blue Slide Park yesterday, November 8. The iconic drink to support the artist’s first headlining US tour (click here to see where it is going to stop), which will be rolling across 32 cities of the country with 35 concerts this fall, produce a range of promotional merchandize to be sold at each of the show and more.
Carbonated drink brands put male into focus this fall—a few weeks ago, Dr Pepper rolled out its Ten version for machos across the U.S., and now Pepsi MAX, another brand targeting male consumers, is stepping out with the new marketing activity revolving around male friendship. For the new digital campaign dubbed Top Mates, which has been launched on Facebook, the brand teamed up with advertising agency Clemenger BBDO Sydney. The promotion, which is supported by TV and radio elements across the country as reported by www.bandit.com.au, will be running for a month, but the brand is going to continue using this idea for further fan engagement.
Nearly two years ago Pepsi launched its groundbreaking initiative Pepsi Refresh Project to support emerging social projects with grants, ‘refreshing’ the world—the initiative, which was started in the U.S. has extended to Canada, Europe, Asia and Latin America in 2011. With this program, the brand deepens its social involvement greatly—with each of the ideas funded by it across the globe, the iconic carbonated drink is continuing to develop life-changing concepts that help impossible things happen. One of the latest projects sponsored by the brand is ‘The Sound of Football’ realized by Åkestam Holst and Society 46 to provide give visually impaired people with an opportunity to ‘see’ the game though sounds.
PepsiCo has finally selected the winners of its PepsiCo10 program in Europe, which was rolled out in early summer as a follow-up to the U.S. version of the initiative launched last year. On October 4, the food and drinks giant, which is committed to driving innovation in everything it does, announced the 10 technological start-up companies, which were chosen from over 130 submissions from all across Europe.