Pepsi loyalty ring-pulls to target youth

Britvic Soft Drinks is to launch a Pepsi customer loyalty drive to target the youth market by offering discounts on a range of branded products in exchange for can ring-pulls.

The initiative, called “Pepsi stuff”, gives consumers up to 40 per cent discount on products, including Sony Minidisc systems, Technics turntables, G-Shock watches and Sony PlayStations.

Customers have to send special blue ring-pulls – introduced to Pepsi cans last month – with their order.

The scheme has already been launched in the US, where the company claims it helped to boost Pepsi’s volume market share by one per cent.

The catalogue is being mailed to more than 500,000 UK homes on Pepsi’s consumer database – built up from past promotional activity.

It will be supported by a Website at www.pepsistuff.

The campaign is part of Pepsi’s global “Ask for more” strategy.

Britvic marketing director Andrew Marsden says: “We are confident the US performance will be replicated in the UK.”

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