Pepsi giveaway tied to women's magazine

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SYDNEY -- Pepsi-Cola Bottlers Australia will give away a free can of Diet Pepsi to every purchaser of the March issue of New Woman magazine, published by Matt Handbury's Murdoch Magazines, as part of a campaign to promote Diet Pepsi to women ages 25 to 39. New Woman's circulation is around 108,000 monthly.

"It is a tactical and significant first for Diet Pepsi," says Ian Tetro, the company's marketing director. Angus Hosie, Clemenger BBDO Sydney senior account director, says New Woman fits the profile of the drink's target audience: "Women in control of their life who can balance their indulgence in luxuries such as chocolate by drinking Diet Pepsi."

Pepsi will also launch a TV campaign this week, produced by BBDO in the U.S. The 60sec and 30sec commercials show a woman, jilted at the altar, still able to be surprised by the great taste of Diet Pepsi with the tag line "This is Diet?"

Copyright February 1998, Crain Communications Inc.

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