By David Ingham
Pepsi chose the traditionally quiet summer period to launch a US $4 million Gulf-wide marketing and advertising campaign.
Pepsi chose the traditionally quiet summer period to launch a US $4 million Gulf-wide marketing and advertising campaign. The 60-day promotion, which ends in mid August, gave shoppers the opportunity to win a range of prizes, the highlight of which is a Chrysler Crossfire car.
“We constantly do promotions that connect with our customers and to give them a chance to win prizes while enjoying Pepsi,” said Hossam Babbous, marketing director, Gulf region, Pepsi Co International. “This promotion is considered to be the biggest in the Gulf area, basically because of the variety of prizes that can be won over the 60 days.”
Pepsi aims to reach its target audience of 16 to 19-year olds by using a mix of TV, outdoor, print and radio advertising. The campaign is being run in conjunction with Chrysler, and anyone that buys Pepsi drinks can participate by sending an SMS message with a number found on the product. They will then be notified if they have won a prize.
Pepsi is widely acknowledged as the number one cola brand in the region. However, Coca-Cola’s regional division claims to have clawed back market share and continues to invest heavily in marketing.