Divas drive new drink campaign

Thursday, 27 May 2004

Divas drive new drink campaign

Six New Zealanders are in for a trip of a lifetime to meet their favourite music stars.

In a move that reflects international marketing trends, cola giant Pepsi has signed three of the globe's top pop divas in a new world-wide ad campaign.

The ads are rocking New Zealand movie screens and livening up bus shelters nation-wide.

Pepsi's new celebs are Beyonce, Britney and Pink - divas so cool that each needs only one name. And together they're going to rock six Kiwis to venues around the world.

In a money-can't-buy 'ultimate prize', celebrity meet and greets around the world await six lucky New Zealanders in Pepsi's 600ml on-pack drink and win promotion launched this week.

If it's June, it's Britney the winner will see; if you win in July, it's a Pink performance for you and August's winner gets up-close with Beyonce. Plus Pepsi is giving away hundreds of CDs from the three divas to more lucky Pepsi drinkers.

The celebrity experience is something that Pepsi continues to tap into internationally. The combination of fame and music provides big marketing kudos amongst youngsters.

"The diversity of the youth market can be a nightmare for marketers," says Pepsi marketing manager Jessica Johns.

"But despite the multiple cultures and sub-cultures, most teens are in some way shaped by fashion, music and celebrities."

Increasingly, it's one way the music industry is partnering brands to further its reach into the youth market says BMG Music's Chris Guzzwell.

"There are just so many youth channels nowadays - TXT, Internet, bus shelters, word of mouth, the list goes on. And music must ensure it has a presence in as many of them as possible," Mr Guzzwell says.

"Hearing the song on the radio and seeing the video on the telly is no longer a guarantee of marketplace penetration. Pepsi helps to take music beyond its traditional outlets and give it more reach with its increasingly savvy youth audience."

Conversely, the fact that the celebrity artists - the new heroes - drink Pepsi is a valuable tool in convincing youth targets that the brand is credible, Jessica Johns says.

"And for Kiwis, the possibility of a close-up backstage with one of their favourite songstresses means they'll need little further incentive."

* To enter the draw simply look under the label of any "drink to win" promotional 600ml bottle of Pepsi, Pepsi Max, Mountain Dew, 7up or Mirinda for the unique code printed on the bottle. Text the code to 2525 from any mobile phone. Texts to 2525 cost 50 cents each. Conditions apply and can be viewed at www.pepsi.co.nz.

ENDS

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