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Wed 13 Feb 2008 05:17 PM

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Pepsi steps up marketing push

PepsiCo International has revealed plans for its 'new approach to communicate with their consumers.'

PepsiCo International has revealed plans for its 'new approach to communicate with their consumers.'

The company has produced a full-length musical feature film entitled Bahr Al Nujoom (Sea of Stars) set to hit theatres in spring 2008.

The movie combines the talents of celebrities Haifa Wehbe, Wael Kfouri, Carole Samaha, Ahmad Al Cherif and Ruweida Al Mahrouqi, comprising an alluring cast specifically chosen to represent the Pepsi brand in this original movie.

"Pepsi constantly looks at new innovative techniques that give us an edge from a consumer marketing perspective, and Bahr Al Nojoom will certainly cause a stir. We have simply taken our existing marketing strategies to new levels and given them a creative edge, daring customers to ask for more in generations to come," said Rima Chammas, Regional Marketing Director PepsiCo International.

This is not the first time the brand has capitalised on music marketing and famous faces. Pepsi's marketing feats have included featuring Michael Jackson in television commercials introducing music marketing for the first time in 1984.

Pepsi's music brand ambassadors currently include international celebrities such as Beyonce, Pink, Shakira, Amr Diab, Elissa and Nawal Al Zoughbi.

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