Bangkok--Feb 16--Ogilvy Public Relations Worldwide
“Pepsi”, this year, will rock the cola market once more through a mega campaign called “Pepsi Football 2006”, a unique marketing strategy never been done before. This exciting campaign will bring together 11 of the world’s greatest football players in 4 thrilling missions that include a full-scale advertising campaign and spectacular outdoor media, as well as special promotion activities that are exploding with exciting prizes exclusively for Thai consumers.
Mr. Charlie Jitcharoongphorn, Marketing Director of Pepsi-Cola (Thai) Trading Co., Ltd., said, “Through our sports marketing strategy, Pepsi has always aimed to launch an extraordinary campaign to support our “dare for more” concept, in order to create a phenomenon in the cola market, as well as communicate our brand image to young adult consumers. We have been very successful in our football campaigns because we truly understand that consumers do have a great time watching their favorite football players in action. Because of this, we are now bringing together 11 of the world’s top footballers to be the brand ambassadors for this campaign.
This year, the World Cup fever begins. And we respond to that by launching a mega campaign never been done before for all football fans to enjoy, featuring the world’s top 11 footballers in four exciting football missions. These players include 2-time winner of the FIFA World Player of the Year Award Ronaldinho and Captain of the English National team David Beckham, as well as the new faces in the Pepsi team like Hernan Crespo and Frank Lampard,” said Mr Charlie.
Mr. Dhitivute Bulsook, Marketing Director of Serm Suk Public Company Limited, said, “Pepsi is bringing together these great football players to join in our four football missions. Consumers will surely find our new TVC “Pepsifest” delightfully exciting, as well as our billboards in traffic areas around Bangkok. In addition, we are also launching a new promo called “Drink Pepsi, Win 7 Gold Medals”, which will give consumers a chance to win prizes with a total worth of over Bt8 million. This is exclusively for Thai consumers to enjoy along with the game of football throughout the year of Football.”
Pepsi will rock the cola market in a way never done before through these 4 thrilling missions:
Mission no.1 : “11 Top Footballers”
Pepsi will create a big thrill in the city with the world’s 11 most popular footballers Ronaldinho, David Beckham, Thierry Henry, Raul Gonzalez, Roberto Carlos, Hernan Crespo, Frank Lampard, Robert Huth, Alessandro Nesta, Fernando Torres and Rafael van der Vaart — all internationally acclaimed having all played in world-class football tournaments.
Excitement heats up as consumers get to stay close to their favorite football players whose images are on various outdoor media around the city — from wallpapered building Ads featuring Brazilian footballer “Ronaldinho” right in the middle of Asok intersection, to the picture of “David Beckham” kicking the ball through a series of billboards on the highway, and the images of all 11 players plastered on BTS Ad. and bus Ad. all over Bangkok.
Mission no.2 : “The Bavarian Style TVC”
Pepsi has done something no one has ever done before by gathering 11 of the most popular footballers among fans in its new TVC called “Pepsifest”. In this TVC, they walk into a Bavarian themed marquee and challenged to a friendly game of football by the local lederhosen-clad musicians. All footballers then show their skills in a different style that consumers have probably never seen before.
Mission no.3 : “Pepsi Footballer Packaging Design Collection”
Pepsi brings its fresh taste to consumers and at the same time offers them a chance to get closer to their favorite footballers through a special footballer packaging design collection of can, posmic and PET bottle (500ml and 1.25L). in 7 limited designs each featuring all the 7 footballers.
Mission no.4 : “The Symbol of Victory” — Drink Pepsi, Win 7 Gold Medals
Pepsi also offers consumers the chance to win gold footballer medals, the symbol of victory that is available only in Thailand. Total worth of this giant promo this year is over Bt8 million. These gold medals contain the picture of the world’s 7 greatest footballers of the present generation — Ronaldinho, David Beckham, Raul Gonzalez, Thierry Henry, Roberto Carlos, Alessandro Nesta and Frank Lampard.
To participate, consumers just look for the 8-digit code inside the cap of Pepsi, Pepsi Max or Pepsi Twist (10 oz, 15 oz, 1 Lt. or 1.25 Lt.) and do these two easy steps:
Step 1 — Send SMS to win 7-designed medals everyday for 7 weeks
Send the 8-digit code via SMS to the number 4838330 (at 3 baht per SMS) for a chance to win five gold footballer medals (weighing 30 grams each) everyday for 7 consecutive weeks. There are 245 prizes in all, with a total value of more than Bt5 million.
Step 2 — Send Caps for Big Collection of 7 footballer medals
Send the Pepsi cap containing the 8-digit code with address and telephone number to P.O.Box 170 — 171 Jatujak, Bangkok 10900 for a chance to win one of the 20 sets of 7 gold footballer medals (weighing 210 grams per set) to be given away, with a total worth of over Bt3 million.
Each 8-digit code can be used only once. Consumers can join the promotional campaign as many times as they want but with a different code. Anyone who wins the prize will have to keep the Pepsi cap and the reply SMS as legitimate evidence. Consumers can join this mission from February 25 to April 19, 2006. Winners will be published on www.pepsithai.com and Khao Sod Newspaper on May 10, 2006.
For Further information:
Punchama Chatchen ([email protected])
Juraikarn Trakulvech ([email protected])
Ogilvy Public Relations Worldwide Ltd.
Tel. 0 2205 6611, 0 2205 6446 End.