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Wed 12 Mar 2008 02:07 PM

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Pepsi strives to boost teen connection

PepsiCo International has launched a GCC marketing campaign to reinvigorate the brand image.

PepsiCo International has launched a massive GCC marketing campaign to reinvigorate the Pepsi brand image by further building on and enhancing the strong relationship with teenagers who form the core of its consumer base in the region.

"We are not changing what Pepsi is, we are changing how Pepsi connects with people," said Hossam Dabbous, marketing director, Beverages - GCC markets, PepsiCo International.

"Globally, technology is changing the world we live in, how we work, how we play - even how we think - and teenagers, our main market, are at the frontier of this new age, keen to adopt the latest innovations that will help them fast forward their education, their careers and the quality of their lifestyles."

Pepsi has redesigned the labelling of bottles, cans and cups to express today's key trends, with themes such as Digital Download, Emoticons, SMS and Global Festival, all of which have been inspired by teens.

In addition, the look of Diet Pepsi has been given a makeover to connect with the interests of female consumers.

"With the rapid advancement of technology, youth in our region are more exposed to international standards and realize that in the workplace they will have to compete with the best in the world - and they really do want to be world-class in whatever they do: in the career path they choose to follow, the sports they play and the standard of living they aspire to," added Dabbous.

"Today, young people are multi-dimensional. They don't want just to be informed, they want to experience the real thing and Pepsi reflects the same dynamism that gives them the thrill of feeling alive."

The new look of Pepsi retains the familiar blue, red and white colours that make the brand stand out from the rest, with the in-store promotions supported by a massive TV and outdoor advertising campaign.

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