Client: Pepsico
±±¾©Èü³µpk10: 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 ±±¾©Èü³µpk10
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.
More than ten million cans featured pink ring pulls and pictures of the
Spice Girls. To claim the four-track CD, consumers had to collect 20
Pepsi ring pulls.
All those sending off for the CD were entered into a free prize draw to
see The Spice Girls in Instanbul on October 12. Around 400 prize winners
are being flown in from all over Europe.
The Result
The TV ad was the first non-US PepsiCo ad to get global
distribution.
It was the only part of the promotion for which the Spice Girls were
paid.
The ad helped The Spice Girls penetrate previously untapped markets such
as South America. The promotion has resulted in 12,000 to 15,000 CDs
being redeemed daily from July 28.
Since using the girls, Pepsi has achieved its highest market share in
recent years. Its share of the cola market has increased by up to 1.6%
across Europe, and is now pushing 20%.
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