Britvic Soft Drinks is launching a TV and radio campaign for Pepsi, offering an exclusive Robbie Williams CD in exchange for 25 ring-pulls.
The 20-second TV ad, through Claydon Heeley Jones Mason, launches next week, and shows footage of Williams singing the song “United”, which has been written and performed exclusively for Pepsi.
The voiceover explains that the CD is only available over the counter at HMV outlets or through the post, in return for 25 Pepsi or 7-Up ring-pulls.
The CD also includes a photoshoot video, interview, screensaver, and a remixed version of the song by dance act Apollo Four Forty.
The ads will support the &£3.5m Abbott Mead Vickers.BBDO “Ask for More” Pepsi campaign which launched last month.
The TV and radio burst will be supported by in-store promotional activity, also through Claydon Heeley. Media buying is being handled by MindShare.
The former Take That star signed up as Pepsi spokesman earlier this year in a &£2m one-year contract. He succeeded the Spice Girls, who ran a similar CD promotion last year.