Pepsi fuels soccer passion

Pepsi-Cola yesterday launched the "Pepsi Youniverse" campaign urging soccer fans to create more passion in their own extreme style for Euro 2008, which kicks off next month.

"We'll create the ultimate in excitement using this global campaign, which reflects the fact that football connects people from around the world," said Eric Kitjatanapan, beverage commercial director for Pepsi-Cola (Thai).

"The campaign hands over creative control to consumers, letting them create their own football fantasies and ultimately turning Thailand into the biggest football field in the world. We expect the campaign to help us boost sales volume throughout the season."

The campaign was expected to increase Pepsi sales by 3-5 per cent, he said.

The Bt40-million campaign is aimed at highlighting Pepsi's position as the king of soccer. Rival Coca-Cola is the official sponsor of the European tournament.

The campaign includes a TV commercial called "Create More" featuring six superstars - David Beckham, Thierry Henry, Ronaldinho, Frank Lampard, Lionel Messi and Cesc Fabregas - whose roles were selected from tens of thousands of ideas submitted by consumers around the world.

This is the first time in Pepsi's history that it has offered consumers creative licence over its marketing.

After one week on air, the spot has received excellent feedback from local consumers.

Fans can also get close to their heroes with a special collection of packaging putting the Pepsi soccer team on cans as well as 500-millitre and 1.25-litre PET bottles.

Parinya Permpanich, marketing and sales operations director for Serm Suk, the local bottler and distributor, said fans could enjoy the excitement of the soccer season with Pepsi's big "Win Gold Football Field" promotion, and have a chance to win a 10-baht gold soccer field.

There are 100 prizes worth more than Bt14 million.

"As part of our 360-degree communications strategy, Pepsi has opened digital channels by partnering with Youniverse to develop an online community at www.pepsithai.com," she said.

Other digital activities include updating soccer results with a "widget" and offering content downloads from Pepsi's website. Additional supporting media include signage at Skytrain platforms, bus bodies and other outdoor media.

The campaign also includes the Dek Thai programme, which provides youths the opportunity to take part in the Pepsi soccer clinic under the direction of professional coaches.