Pepsi offers a world of endless possibilities
08 May 2007 -
Kuala Lumpur, 8 May 2007 - Permanis Sdn. Bhd., the bottler for PepsiCo Beverages International, launched the new, revolutionary global brand approach for Pepsi today - a 360-degree marketing campaign that will completely change the way Pepsi connects with the Malaysian consumers. This extensive branding campaign is a global effort to further enliven a two-way dialogue between the Pepsi brand with its consumers. Today, more than ever, Pepsi is moving, responding, and revealing the brand in multiple dimensions to the young and the young at heart. Consumers are offered endless possibilities to "Explore, Express, Discover More with Pepsi" through multiple contact points with packaging, advertising, point of sales, promotions and online. These revolutionary changes are being done without changing the great taste that Pepsi offers, and the iconic Pepsi globe that many associate with the brand.
"The new campaign is a reflection of the world we live in and the people we deal with. We, at Pepsi, realised that consumers are interested in different things all the time and constantly seek to embrace interactivity and new personalised experiences, thus the new Pepsi's philosophy provides them just that - an invitation and motivation to create the life they want to live and live it to the fullest," said Erwin Selvarajah, Chief Executive Officer of Permanis Sdn. Bhd.
The first, most visible piece of this effort will be the new package graphics for Pepsi, which would incorporate some of the new global designs which are youth-oriented icons such as Music, Travel, and "Emoticons". To take it a step further, for Malaysia, Pepsi has exclusively created an interesting localised packaging which has included notable local symbols such as the Petronas Twin Towers, KL Tower, and Hibiscus on its Travel pack, in support of the Visit Malaysia Year 2007 campaign. "From coolers, vending machines, to retail outlet signages, delivery trucks to minute branding paraphernalia like paper cups, you will also notice the new Pepsi brand come to live on every merchandising and on-premise tools everywhere in Malaysia," said Erwin.
"We are revolutionising in the way we interact with our consumers to deliver a passport of endless possibilities which Pepsi can offer consumers on the things they enjoy most in life. Now, our consumers will have a different experience each time they buy a Pepsi," he added. A total of RM8 million will be spent on advertising and promotions for Pepsi's global brand re-style, which will include new thematic TV, print, outdoor advertising, in-store merchandising, point-of-sale materials and several exciting Pepsi packaging designs and promotions. Consumers will have access to exclusive online content, games and contests through the web address printed on each of the packaging designs.
Pepsi Reveals its Malaysian Brand Ambassadors In conjunction with the announcement of the novel Pepsi brand re-style exercise in Malaysia today, Permanis also unveiled its Malaysian brand ambassadors - Low Sook Yee (or better known as Suki) and Ahmad Faizal Mohd Tahir (better known as Faizal), winners of one of the nation's biggest talent-search reality shows, One in A Million aired on 8TV.
Consistent with the brand values, these two local Pepsi ambassadors were selected not only for their recent accomplishment, but also for their personality, charisma, and outlook on life on and off stage. In short, they personify the endless determination, the youthful spirit of exploration, self-expression and discovery which is what the new Pepsi re-designing is all about.
These two Pepsi ambassadors will be integrated into the new Pepsi brand programs and will be leveraged through multi-faceted marketing initiatives including print and broadcast advertising, consumer retail promotions, and online advertising and promotions. Fans of Suki and Faizal will be able to learn more of their favourite stars, download their photos and music and share their thoughts via the official Pepsi ambassador's blog: www.pepsimalaysia.com.
Globally, Eva Longoria, the well-known Golden Globe Award-nominated American film and the star of the TV series Desperate Housewives and Thierry Henry, one of the greatest footballer in the world today, are some of the recognised and inspirational faces and ambassadors of the new Pepsi brand for 2007.
Sophia Lee - PR Consultant
D'Shane Sdn. Bhd.
Mobile: 016-229 7727
Tel: 03-2719 5636
Fax: 03-7956 2989
About Permanis Sdn. Bhd.
Permanis Sdn. Bhd., incorporated since 1973, is today one of Malaysia's leading drink manufacturers and is the beverage division of CI Holdings Berhad. Appointed as the official bottler for PepsiCo in Malaysia, Permanis manufactures and distributes some of the PepsiCo's global brands such as Pepsi, 7UP, Mirinda, Lipton, and Gatorade, as well as its own range of products which include Excel, Chill, Frost, Bleu and Shot.
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