NEWS: Pepsi launches dollars 500m blue can

Pepsi painted Concorde and the Daily Mirror blue, flew in a batch of superstars and asked consumers to ‘change the script’ as part of a dollars 500 million pan-European campaign to launch its blue can into the consumer consciousness this week.

Pepsi painted Concorde and the Daily Mirror blue, flew in a batch of

superstars and asked consumers to ‘change the script’ as part of a

dollars 500 million pan-European campaign to launch its blue can into

the consumer consciousness this week.



The pounds 2 million launch commercial, called ‘factory’, shows a

selection of 20th-century icons, among them Cindy Crawford and a Harley-

Davidson motorcycle, flying off into a huge piece of machinery, where

they are processed together to produce the blue Pepsi can.



The icons theme is carried through into posters, with a quarter of all

six-sheet sites in the UK taken up by the soft drinks manufacturer.



A teaser campaign shows familiar red icons turned blue, including a

tomato ketchup bottle, a strawberry and a Labour Party rosette. For the

first two weeks, the copy reads: ‘What?’, after which it will be

replaced by the new tagline: ‘Change the script.’ The ads were written

by Pat Doherty and art directed by Greg Martin at Abbott Mead Vickers

BBDO.



Stef Hohman, the account director on Pepsi at Abbott Mead, claimed:

‘Pepsi has heightened the stakes in the cola wars. Research shows that a

pack change is sufficient to drive reappraisal of the brand.’



Three TV ads, in addition to ‘factory’, have been created by BBDO in New

York. One features Claudia Schiffer about to take a shower. The tennis

player, Andre Agassi, stars in another commercial, where he goes to

extreme lengths to improve his game.



All the ads have been created in the US for the European market, and

will be backed in the UK by some tactical TV work, created by Abbott

Mead, which also handles the media planning and buying.



In a separate deal with Mirror Group Newspapers, the pages of the Daily

Mirror and Scotland’s Daily Record were printed on blue paper on

Tuesday. The stunt was supported by a Pepsi scratch-card game, in a deal

that took nine months to negotiate and plan.



A Concorde plane was also painted blue. However, it emerged that the

paint would peel off if the plane ever travelled at supersonic speed.



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