The multi-million campaign is aimed at driving sales of the sugar-free cola in the summer and is targeted at 5.5 million 16 to 35-year-olds. It is fronted by Pepsi Max Downloaded, a six-week reality-style programme starting on July 31 on Channel 4 and repeated in September, which will be trailed on air with the Pepsi Max logo and a ‘Stars without Sugar’ theme.
Consumers can win the chance to be on the show through an on-pack promotion on all Pepsi variants. Each week, a winner will be chosen to ‘download’ a star to perform in their home town, with other prizes including MP3 players and karaoke machines.
The campaign will be supported with PR and point of sale material.
Wrigley is this month launching a series of six TV adverts. The campaign consists of fly-on-the-wall camerawork and depicts ‘real life’ social scenarios.
Fox’s Officially Low Fat brand has a new look to give it a more premium image. The rebranded products are in store from July.
Sharwood’s has launched the first ambient food Asian trade web site, featuring advice to retailers and market information. The site, at www.sharwoods.com/trade, is part of Centura Foods’ biggest spend on the brand this year.
Sundora Foods has added two flavoured raisins - orange and strawberry - to its Fruity Bytes range. They are available in 30g foil packs as part of a new Raisins Plus multipack, which comprises two packs of strawberry, two packs of orange flavoured raisins and one pack of mixed raisins.
Cook’s Desire has launched a range of traditional roast dinners. The range includes beef with Yorkshire pudding, chicken with sage & onion stuffing, lamb, pork with apple sauce, and turkey with pork sausage. Gravy, potatoes and vegetables are included.
pluses of raisins