DIRECT: Pepsi links with Britney film for on-pack promo
Marketing, Thursday, 04 April 2002, 12:00am,
Pepsi is featuring Britney Spears in its latest European promotion to coincide with the release of the pop star's big-screen debut in the film Crossroads.
The on-pack campaign offers more than one million CD-ROMs with tracks
performed by the singer and behind-the-scenes interviews.
The campaign comes at a critical time for Pepsi as it gears up for a World Cup battle with Coca-Cola. Both firms are using David Beckham in their marketing, and Pepsi hopes the campaign will ambush Coke's official partnership with World Cup organiser FIFA.
The promotion is the first work created by KLP Euro RSCG since it scooped the PepsiCo Beverages international business last August.
This article was first published on Marketing
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