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Wed 7 May 2008 03:50 PM

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Max exposure planned for GCC

PepsiCo International is geared up to distribute 400,000 free cans of Pepsi Max, as part of its MAX Your Life campaign.

PepsiCo International is geared up to distribute 400,000 free cans of Pepsi Max, as part of its MAX Your Life campaign.

The month-long sampling campaign will promote the brand at locations attracting young people across the GCC at weekends, including universities, billiard halls, Internet cafes and areas outside shopping malls.

The company has opted to assign 300,000 of the cans for Saudi Arabian market. "Pepsi Max is a great drink with a great taste and we want more people to try it," said Dana Khoury, marketing manager, Colas - GCC markets.

"It's a no sugar beverage with maximum Pepsi taste that has a lot of cool appeal for teenagers, and by popularising the sampling with fun activities such as competitions and attractive prizes we are sure to attract a lot of attention."

The competitions include guessing the number of Pepsi Max cans in the trunk of a Mini-Cooper car, a driving contest to break a set time record, a parking competition, and repeating a complex Pepsi Max sentence ten times without fault. The youth-oriented prizes include mobile phones and watches.

The brand building drive will be connected to the ‘Things To Do Before 30' television advertising commercials, which embraces concepts including Be The Boss, Become Famous and Drive A Sports Car.

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