Bangkok--14 May--Aziam Burson-Marsteller Highlighting its position as the king of football, Pepsi is rousing the blood of Thai football fans by launching the outstanding “Pepsi Youniverse” sports marketing campaign that urges fans to create more football passion in their own extreme style. The campaign also gives fans the chance to win a grand prize of a ‘10-baht gold football field’. The “Win Gold Football Field” promotion offers prizes worth a total of over 14 million baht. Pepsi-Cola (Thai)’s Beverage Commercial Director, Eric Kitjatanapan, said, “Pepsi is ready to paint the town blue with Thailand’s #1 football campaign, “Pepsi Youniverse”. We will create in the ultimate in excitement using this global campaign, which reflects the fact that football connects people from around the world. On top of this, Pepsi is bringing a hat-trick of elements exclusively for football fans. In a totally new twist, this campaign hands over creative control to the consumers, letting them to create their own football fantasies and ultimately turning Thailand into the biggest football field of the world.” Pepsi’s Hat-Trick of Activities Goal 1: The Pepsi football dream team comprised of the world’s best 6 footballers. 1) The outstanding football legends “David Beckham” and “Thierry Henry” are serving as brand ambassadors. 2) Today’s best footballers “Ronaldinho” and “Frank Lampard” are starring as Pepsi’s icons. 3) “Lionel Messi” and “Cesc Fabregas”, are representing the hot new stars of football skills on field mark them for greatness. Goal 2: All football fans will be able to enjoy the great new Pepsi TV ad called “Create More” featuring the 6 football superstars whose roles selected from tens of thousands submitted by consumers around the world. This is the first time in Pepsi history that it has offered consumers creative license over its marketing, with over 10,000 ideas submitted from all over the world. After one week on air, the ad has received excellent feedback from Thai consumers. Football fans can also get close to their football hero’s with a special new collection of Pepsi packaging featuring the Pepsi football team in cans as well as 500ml and 1.25L PET bottles. Parinya Permpanich, Marketing & Sales Operations Director for Serm Suk plc said, “For Goal 3: fans can join Pepsi enjoy the excitement of the football season with our big “Win Gold Football Field” promotion, and have a chance to win 10-baht gold football field. There are 100 prizes in total worth more than Bt14 million. This campaign let you not only to touch the real football pitch but also lets you take it home. “As part of our 360 degree communications strategy, Pepsi has opened digital channels by partnering with Youniverse to develop an on-line community at www.pepsithai.com. Other digital activities include updating football results with a ‘widget’ and offering content downloads from Pepsi’s web site. Additional supporting media include signage at BTS platforms, bus bodies and other outdoor media. The campaign also includes the Dek Thai program, which provides Thai youth with the opportunity to take part in a Pepsi Football Clinic under the direction of professional coaches. Eric added, “We are confident that this campaign will make Pepsi the top-of-mind brand for Thai football fans and young consumers nationwide. We expect the campaign to help us boost sales volume throughout the season.” For a chance to win one of the 100 prizes, worth over 14 million Bt, in the “Win Gold Football Field” program, just send in the crown of a Pepsi, Pepsi Max, Pepsi Twist (10oz, 15oz, 500ml, 1L or 1.25L bottle) that have the “Football 2008” symbol, together with the sender’s name, address and telephone number to P.O. Box 170-171, Jatujak, Bangkok 10900 from now until July 31, 2008. Pepsi will give away 20 prizes in each of the first 2 lucky draws on May 30 and June 20, 2008 and 30 prizes in each of the final 2 lucky draws on July 11 and August 8 respectively. Winners will be announced in the Khao Sod newspaper on August 15 issue as well as at www.pepsithai.com. Consumers also have a chance to obtain trendy items from the Pepsi collection e.g. 2 styles “Pepsi Cooler” worth 50 baht by exchanging 4 crowns plus 30 baht or 2 styles of the “Pepsi Team” t-shirt worth 130 baht by exchanging 4 caps plus 60 baht from June 1 until July 31, 2008 while supplies last. For more information, call Pepsi hotline 0-2693-3333 or visit www.pepsithai.com Pepsi “Create More” Issued by: Pepsi-Cola (Thai) Trading Ltd. / Serm Suk Plc. For more information, please contact: Kanokwan Tungwancharoen Satida Sritunyatorn or Wittawat Eakusdron Serm Suk plc Aziam Burson-Marsteller Tel. 0 2693 2255 ext. 522 Tel. 0 2252 9871 or 08 3788 5115 [email protected] [email protected]