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Published on September 6, 2007

Marketing director Charlie Jitcharoongphorn said yesterday that the partnership was designed to inspire consumers to get involved with the brand in a way that has never been done before.

Pepsi is also reinforcing its "music marketing" strategy with a new promotional campaign worth more than Bt6 million that will give customers the chance to win a trendy Pepsi-Tiida limited-edition car worth Bt699,000. The campaign runs until November 15.

The company expects its campaign to help increase sales by between 5 and 6 per cent over the period.

"Pepsi knows the way to let our target consumers have fun with world-class music through our well-known 'music marketing' strategy," said Charlie.

"Over the past few years, we have been bringing music sensations like Britney Spears, Beyonce and Christina Aguilera to consumers in a way that no

other brand has ever done before. This is the reason why every music campaign that we have launched has become very popular among consumers."

Pepsi and the Black Eyed Peas will create an innovative campaign that will start with a song exclusively written for Pepsi entitled "More". The song will feature in Pepsi's new TV commercial "Jump the Floor", starring all the members of the band.

The campaign will also include a Black Eyed Peas' world tour of 13 countries. As part of the tour, the band will perform in Bangkok on October 18 at Impact Arena, Muang Thong hani.

Charlie said the domestic soft-drinks market had witnessed growth of 6-7 per cent in the first six months of the year compared with the same period of 2006. Pepsi's growth rate was about 8 per cent. Sales of soft drinks in Thailand were worth Bt35 billion last year, with cola accounting for about 70 per cent.Pepsi's share of the cola market is 62 per cent.

Kwanchai  Rungfapaisarn

The Nation