Magazine article Marketing


Magazine article Marketing


Article excerpt

Client: Pepsico Campaign: Link-up with the Spice Girls Agencies: Broadcast Innovations, AMV BBDO, Claydon Heeley Budget: Undisclosed; [pounds]1m paid for TV commercial

The Brief

The activity had to appeal to a core teenage market in order to reinforce Pepsi's positioning as the cola for youth.

The brand also wanted to continue its music-based heritage, which goes back 60 years. Its most recent associations with music stars were with Michael Jackson, Madonna and Tina Turner.

The Campaign

The three-tier campaign involved a 30-second TV ad, an on-can promotion and the Spice Girls' first live concert in Istanbul this month.

The ad, 'Generation Next', by Abbott Mead Vickers, ran during the summer and featured the girls holding cans of Pepsi while dressed in Pepsi colours.

An exclusive CD single - Step to Me - was released during the summer for an on-can promotion through Claydon Heeley. …

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