Magazine article Marketing

Pepsi Music Stars Take Fight to Coke

Magazine article Marketing

Pepsi Music Stars Take Fight to Coke

Article excerpt

Coca-Cola and Pepsi, the world's biggest soft drink brands, are preparing for one of their most fierce battles yet as their global marketers attempt to win the hearts and minds of youth.

On Tuesday Pepsi and Sony Music Entertainment announced a major partnership that will see Sony artists - such as Jennifer Lopez, Ricky Martin and Shakira - appear exclusively in Pepsi ads and promotions.

The global marketing campaign, beginning next summer in the US, will span TV, radio and retail. It includes a series of Pepsi-sponsored TV specials showcasing Sony artists and 'sneak previews' of songs on the radio.

There will also be co-branded sales efforts at non-music retail outlets and cross-merchandising programmes.

Pepsi is understood to be putting pounds 100m behind next year's global activity, which it refers to internally as its 'Drink Pepsi, Taste Stardom' concept.

Pepsi, the challenger brand in the cola market, has made great efforts to 'own' music. …

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