New Look, New Logo, New Everything
MISSISSAUGA, ON, May 26 /CNW/ - The joy of PEPSI(TM) is about to spread
across this country like never before as the iconic cola brand refreshes its
look and embarks on a bold, new marketing strategy just as it turns 75 years
young in Canada.
Pepsi, Diet Pepsi and Pepsi MAX cans and bottles that look markedly
different than those that have gone before them are currently making their way
to store shelves across Canada as part of a business strategy to revitalize
PepsiCo Beverages Canada's carbonated soft drink business.
Along with the new look will be a high-impact, multi-tiered marketing
campaign designed to unite Pepsi with like-minded positive thinkers. The
campaign will reach consumers at all touch-points of their lives - on TV, on
billboards, on public transit, online, in social media, in-store, and at the
grassroots level through major consumer events coast-to-coast.
"This is part of a global strategy to refresh a brand that Canadians have
been loving for 75 years," said Cheryl Radisa, Vice President, Consumer
Marketing, PepsiCo Beverages Canada. "The insight behind the strategy is that
a can or bottle of Pepsi, by its very nature, is contained joy. When it's
cracked open, the joy spreads. And so it makes perfect sense for our marketing
campaign to take the joy of Pepsi into the very fabric of Canadian pop culture
and share it with positive-minded consumers in new and innovative ways. Pepsi
has always been fueled by the spirit and optimism of youth, it's time to
refresh our brand for the next generation of Pepsi drinkers."
The national marketing campaign will centre around the concept of
spreading joy and optimism. Pepsi will invite consumers to experience and
spread joy in their own way - whether it's flipping a photo of their smile for
others to see, uploading a video of their favourite moment of joy, seeing a
simple message of optimism on a massive billboard, or engaging with Pepsi to
uncover and share joyous moments at mass consumer events this summer.
In Quebec, where the first bottle of Pepsi rolled off the production line
75 years ago on June 12, 1934, Pepsi will customize the marketing campaign in
recognition of Quebec's unique culture, as it has done for many years. The
100% made-in-Quebec campaign will celebrate Pepsi's unique history and bond
About PepsiCo Beverages Canada
PepsiCo Beverages Canada is a leader in the Canadian beverages industry
and markets a variety of beverages under the following trademarks: PEPSI, DIET
PEPSI, 7UP, MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS,
STARBUCKS BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.
For photos, broadcast footage and additional information visit:
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
Additional archived images are also available on the CNW Photo Archive
website at http://photos.newswire.ca. Images are free to accredited
members of the media/
For further information:
For further information: Kelly Mansell, PraxisPR, (905) 949-8255 ex 221,