Pepsi Targets Aussie Twentysomethings

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SYDNEY – Pepsi has hit the streets with a marketing campaign backed by a multi-million dollar budget to increase the brand’s growth from 5 to 11 percent in Australia over the next 12 months. Pepsi’s goal is to be the country’s fastest-growing cola brand. According to Pepsi, its current 5-percent growth rate is standard and at the same level as Coca-Cola right now.

Using the familiar Pepsi Challenge theme, field reps have been traveling around the country conducting blind Coke and Pepsi taste tests since last month. The brand hopes to reach 650,000 12-to-24-year-olds during the promotion period. To appeal to Generation X’ers, the program will extend Pepsi’s GenerationNext campaign, using Sony and Mushroom Records music, entertainment, interactive games, giveaways, and more than $2 million worth of prizes, including a Nissan Patrol car. Pepsi is supporting the program with Internet promotions and a 30 percent increase in budgets towards print and broadcast ads. Clemenger Sydney developed the program.

In London, Bass Taverns got wannabe models into 130 local bars with a program that got them to ask for Pepsi instead of alcohol. The program is part of Pepsi’s around- the-world push to appeal to the twentysomething crowd.

The Move Over Naomi/Marky program invited bar-goers to have their photos taken against a catwalk-style backdrop in the bars. Fifty bars featured a professional photographer, and the remaining 80 were supplied with Fun Flash cameras, courtesy of Kodak, the program’s co-sponsor. Bars displayed the photos, and customers voted for their favorite couple to advance to the regional finals last month. Winners received about $1,700 worth of trendy clothing and a modeling agency contract. Positive Thinking developed the program.

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