Pepsi marks the launch of its 75th anniversary celebrations in Québec with a $40 million investment in its Montréal facilities, and a new advertising campaign exclusive to Québec

    MONTREAL, June 12 /CNW Telbec/ - On June 12, 1934, the first bottle of
Pepsi-Cola produced outside of the United States rolled off the production
line on rue De Fleurimont in Montréal. Today, June 12, 2009, Pepsi marks the
launch of its 75th anniversary celebrations in Québec with the announcement of
a major $40 million investment in its Montréal facilities, the introduction of
a new advertising campaign that is exclusive to Québec, and a brand new logo.
Pepsi will also take advantage of this opportunity to highlight the
exceptional quality of its 25-year partnership with Claude Meunier.
    According to Sylvain Charbonneau, Vice-President and General Manager,
Quebec, The Pepsi Bottling Group: "These investments in our Montréal
production facilities and in a major marketing campaign that is exclusive to
Québec demonstrate Pepsi's commitment to Québec and the significant role that
it plays in our strategic planning efforts. One of the reasons we are so
successful in Quebec is because we recognize and embrace Quebec's unique
culture - we have been part of the cultural fabric from the very beginning. We
have built our brand strategy based on Quebec consumer insights that have
ensured we stay relevant to this important market."
    "As for the new Pepsi logo, it is in keeping with our global strategy to
refresh a brand that Quebecers have loved for 75 years. The brand new Pepsi
advertising campaign that will be aired starting today stays true to our
commitment to recognize Quebecers' unique heritage, and our ad will reflect
this," explains Charbonneau.
    In addition to the new ad campaign, Pepsi will also execute a fresh new
marketing campaign in Quebec, which will include billboard advertising, a
digital campaign, sampling and consumer interaction at key consumer events,
and a grassroots program featuring "a team" who will spread joy across Quebec.
    Pepsi's exceptional 25-year partnership with Claude Meunier is another
reason the brand has enjoyed so much success in Québec. A very well respected
spokesperson, Meunier was associated with the Pepsi brand from 1984 to 2002,
and with the Diet Pepsi brand since 2003.
    The brand new Pepsi advertisement that was created by the ad agency BBDO
Montreal to commemorate Pepsi's 75 years in Québec presents a humorous
approach to major events that have taken place in Québec over the past 75
years, intertwined with key moments in the history of Pepsi in the province,
including a brief reference to Meunier's infamous 'hockey player' character.
    During the course of his partnership with the Pepsi brand, Meunier has
created many characters that have marked the history of advertising in Québec.
These characters include Ti-Guy Le Boeuf, a hockey fan who even meets Linel
Duval in a memorable advertisement; Van Alain, a colourful disco character;
and Sylvain Saguenay, a much-loved and zany fisherman.

    About PepsiCo Beverages Canada:

    PepsiCo Beverages Canada is a Canadian leader in the beverage industry,
marketing a range of products under the following brand names: PEPSI, DIET

    For image downloads, a campaign overview and to watch the Quebec ad
please visit:

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Hélène Reeves, Catherine Maisonneuve, Reeves &
Associés, Conseillers en communication, (450) 656-4420, (514) 573-6892

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