Pepsi pushes into Africa and Asia-Pacific with CD-Rom offer

Pepsi is launching a promotion across Europe, Africa and Asia-Pacific which lets consumers collect free CD-Roms featuring tracks from Janet Jackson, boy band Five and The Corrs.

The campaign, called Inside Tracks and designed by Music Innovations, is the first time Pepsi has offered CD-Roms. Each one includes original tracks by the groups, interviews, and screen savers.

Consumers in the UK must collect 25 ring-pulls to receive a CD-Rom. Advertising agency Abbott Mead Vickers.BBDO has created a TV campaign to support the drive.

The campaign builds on other Pepsi CD promotions, involving artists such as The Spice Girls, but this time the push will extend beyond Europe into almost every African market, and all Asia-Pacific markets except Japan.

Simon Lowden, Pepsi European marketing director, says: “Inside Tracks moves our music platform forward, both in terms of the artists we are using and the rewards we are developing.”

Helena Cowpland, account manager at Music Innovations, says: “Consumers get unique access to their favourite stars, while the artists get the chance to share their music with a massive audience.”

New Media, page 36

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