Pepsi is launching its biggest summer promotion in the UK, offering consumers the chance to collect free CDs by the Spice Girls, Coolio, Hanson and Eternal.
The promotion, backed with TV, press and poster ads by Abbott Mead Vickers. BBDO, involves collecting 18 ring-pulls from cans of Pepsi, Pepsi Max, Diet Pepsi and 7-Up during May and June.
It will be Pepsi’s biggest UK-based brand push following its global activity surrounding this summer’s World Cup.
Last year, Pepsi ran a similar promotion involving the Spice Girls, in which 20 ring-pulls could be exchanged for a free CD single, called Step To Me. The track was unavailable in the shops, and more than 500,000 CDs were redeemed.
Andrew Marsden, marketing director for Britvic Soft Drinks, Pepsi’s UK franchise holder, says: “This time there will be exclusive live CDs and they are aimed at different sectors of the music market.”