In order to maintain its current lead over rival drinks company Coca-Cola, Pepsi is looking to increase its presence in the leisure sector by testing out several new digital marketing schemes aimed at improving its reputation in the world of music.
Britvic, Pepsi’s UK-based distributor, in partnership with European agency whynot!, will reportedly be capitalising on the emergence of mobile and social media marketing channels with the launch of new projects to promote the brand.
Marketing Manager for Pepsi in the UK, Lucas Bergmans, commented: “We’re really excited to be working with whynot! to take our leisure execution to the next level. They have the expertise and the innovative thinking to deliver exciting and ground-breaking activity for our consumers and customers in this channel.”
The move follows the release of Pepsi’s hugely popular Mirrors‘ advert, featuring US pop-star Beyoncé, which has already racked up almost ten-and-a-half million views on YouTube.