Pepsi to turn the Daily Mirror blue

Pepsi is expected to cap its relaunch campaign by turning the Daily Mirror’s masthead blue

Pepsi is tipped to turn the Daily Mirror blue on April 2 to mark the launch of the Pepsi blue can.

The masthead on the newspaper will turn blue for the day in an advertising and promotion deal that echoes Microsoft’s sponsorship of The Times for the launch of Windows ’95, when it bought a print run of the paper to give away.

In addition to the blue colouring, Pepsi’s deal with the paper includes advertising sites and a special scratchcard promotion.

The red-to-blue campaign began this week in the newspaper with teaser ads from Pepsi’s agency Abbott Mead Vickers.BBDO. Monday’s Mirror carried a quarter page ad with a blue Soviet flag. On Tuesday a playing card – the ace of hearts – appeared in blue, to continue the red-to-blue theme. The culmination of the teaser campaign is the masthead turning blue.

Pepsi’s European marketing director Yan Tardif refuses to confirm or deny the stunt. “May be it will happen, maybe it won’t,” he says.

The Mirror’s deputy managing director Roger Eastoe refuses to deny the paper’s masthead would change colour, but confirmed the teaser and scratchcard promotion. “The newspaper will be read (sic) all over,” he says “by millions of people.”

AMV denies it is involved in buying up the paper. “We are doing lots around the blue can launch but we are not buying up the Daily Mirror,” AMV’s media director Alan Brydon says.

Pepsi wants the blue can to trade off some of the success of its Pepsi Max brand, which already comes in blue cans. It will also make the product stand out on supermarket shelves.

The blue can launch is being kicked off with a 2m TV commercial that features Cindy Crawford, Claudia Schiffer and André Agassi. It has been created by BBDO New York and is credited as the most expensive ad of all time.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here