Pepsi and Cream unveil SMS ‘clubbing’ push

Pepsi is teaming up with the clubbing brand Cream in a text messaging music promotion targeting the youth market.

The summer promotion launches next week and will appear on 35 million 330ml and 500ml Pepsi cans and bottles.

Consumers are invited to text a “blag” – an excuse for getting into a nightclub – to the pin number given on the label on the cans and bottles. They then receive a reply letting them know if they have won a pair of tickets for a Cream sponsored event, an exclusive Cream ring tone, or nothing at all. Britvic director of brand marketing Cathryn Sleight says: “This promotion will appeal to the mobile phone generation of 16to 24-year-olds by offering instant-win prizes in a creative and fun way.

“Pepsi’s association with an exclusive dance music event will make the offer even more attractive and is in line with the brand’s long association with music.”

In March Pepsi launched a celebrity-driven educational initiative which involves pupils writing about their favourite pop bands at school. Pepsi Tune is aimed at 14to 16-year-olds, has National Curriculum approval and is backed by 3,000 teachers across the UK. It targets subjects which include English, music, media studies and business studies.

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