Pepsi plots major brand push for leisure channels

Pepsi is looking to maintain its lead over rival Coca-Cola in the leisure sector with the launch of several digital marketing initiatives designed to enhance its music credentials.

Pepsi Britvic

Pepsi distributor Britvic is testing several projects across the UK as the brand looks to capitalise on the emergence of mobile and social media marketing channels. Activity includes the launch of a new coupon program where users can win a range of prizes when they scan a QR code at cinema tills as well as a Twitter competition at selected pubs and clubs.

Additionally, a Pepsi-branded digital jukebox will offer fans content when they use a Pepsi token they receive when purchasing the drink.

Lucas Bergmans, Marketing Manager for Pepsi in the UK says the push aims to deliver “exciting” and “ground-breaking” activity for our consumers in the digital space.

Pepsi Britvic

The strategy, developed in partnership with agency whynot, is part of a wider push from Pepsi to grow sales in the off-trade. The drinks brand outperformed Coke in the sector last year with sales in pubs and clubs increasing 8 per cent to £336m and 1.3 per cent volume growth, according to the Britivic soft drinks report. Coke reported growth of 6.8 per cent to £301m but a 3 per cent fall in volumes.

In January, the business appointed Becky Olie as its first digital director for the UK to develop its online sales channels for its UK, Ireland and South Africa markets.