Pepsi marketing campaign offers trips
PEPSI HAS kicked off its biggest campaign of the year: “Pepsi Thailand Takes You to 2016 Uefa Champions League Final in Milan … 60 Days, 60 Prizes”.
Highlighting PepsiCo’s multi-year partnership with the Uefa (Union of European Football Associations) Champions League, the Bt300-million campaign will be supported by fully integrated marketing activities, anchored by a TV commercial featuring two Thai soccer stars.
Additionally, Pepsi will be giving away daily prizes valued at up to Bt30 million in total over 60 days. On every one of those 60 days, someone will win a Bt300,000 VIP package trip to experience the 2016 Uefa Champions League Final in Milan, Italy. Another 600 people will win a “Golden Pepsi Football” valued at Bt20,000 each.
Apart from the soccer campaign, Pepsi will also present the second annual “S2O Music Festival”, which will be held during the Songkran period.
Across all categories, Thailand’s carbonated-soft-drink (CSD) market is expected to grow by 5-6 per cent in 2016, the same as last year. However, during the peak season which runs from February to the end of May and early June, growth typically reaches 15-20 per cent.
Last year, Pepsi grew in sales volume and market share. It was the No 1 cola company in Thailand in the non-returnable (NR) packaging segment, with more than 44 per cent of the market share, representing 3-per-cent growth from 2014, according to Nielsen Company (Thailand). The company expects to carry forward similar growth for 2016.
The NR packaging category, which consists of plastic bottles and cans, now has 78-80 per cent of the Thai CSD market. This follows global and regional trends, where the share of the returnable-packaging category has dropped. Other beverages such as juices also comply with this trend.
