Pepsi changes the way it connects with teenagers
Pepsi presenters at yesterday’s local launch of the soft-drink giant’s worldwide communication campaign.
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In order to draw more young consumers, Pepsi has launched a new worldwide communication campaign entitled "Life is full of endless possibilities", using online services as the key means of approaching targeted groups.
Pepsi-Cola (Thai) Trading marketing director Charlie Jitcharoongphorn yesterday said the campaign aimed to lead younger generations to discover new lifestyles. It focuses on interactive communication designed to capture their imagination, using both traditional and digital channels to deliver a constant dialogue based on three concepts: learn more, experience more and taste more. "The latest studies indicate that most teenagers are using a full range of media in searching for their self-identity and expressing their individuality. Based on this, we decided to change the way we connect with consumers around the world," he said. The company will spend Bt30 million to introduce the campaign over its first three months in Thailand. The marketing director of Pepsi bottler Serm Suk, Dhitivute Bulsook, said Pepsi had never before undertaken such a promotion. The new campaign involves three-dimensional communication, which is expected to reach different targeted groups. Pepsi will also use three new TV commercials named "DJ", "Travel" and "Destiny", the last of which involves four different situations from the same story playing simultaneously on a screen split into four. It aims to illustrate one person's many activities. Pepsi has also created four new product packages under the themes "digital downloading" - reflecting self-expression through the world of digital media, "global travel" - embracing a world of discovery through the sense of adventure of today's youth, "photo booth" - featuring a collage of Pepsi youth from around the world, and "DJ culture" - illustrating the music phenomenon most enjoyed by today's teens. Dhitivute said the company would use more outdoor advertising in Bangkok's major commercial areas, including the Skytrain system, as well as opening "Pepsi Square" at Centrepoint Siam Square. Moreover, consumers can connect to www.pepsithai.com for the full promotional experience. Dhitivute said two presenters, singer Dome-Pakorn Lam and celebrity Pawarisa Penjati, would be involved in its campaign. Pepsi's share of the Thai cola market was one per cent higher last year, at 64 per cent. Meanwhile, its share of the corporate soft-drink market was, for the first time, higher than its main competitor at 49.8 per cent, or a 1.4-per-cent increase, he said. Suchat Sritama The Nation
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