Pepsi links with Yahoo! for promotion

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Pepsi-Cola Co. is hitching up with Yahoo! for an under-the-bottle-cap promotion to be launched in August. Called Pepsi, the promotion allows users to earn points or discounts from under-the-cap promotions found on bottles of Pepsi, Diet Pepsi, Pepsi One, Mountain Dew, Diet Mountain Dew and Wild Cherry Pepsi. The promotion will be hyped across the Yahoo! network of sites. Pepsi's agency, BBDO Worldwide, New York, also will launch network TV as well as spot TV and local radio in August to back the promotion.

Pepsi drinkers will be able to redeem points online and accumulate enough points to purchase digital or hard-good prizes and discounts from merchants ranging from Sony Music and Sony Pictures Entertainment, Electronic Arts's EA Sports to Yahoo! Shopping, Sam Goody and Foot Locker.

Anil Singh, Yahoo! chief sales & marketing officer, said the promotion is more than just combining offline and online efforts. It's "giving consumers instant gratification. . . . It's really taking the promotion to the next level.'' Yahoo! also values the deal because pairing with Pepsi is a powerful brand play, giving the portal exposure on 1.5 million bottles of Pepsi and Mountain Dew and in Pepsi advertising.

In addition to the upcoming promotion, John Vail, director, digital media and marketing at Pepsi, said the beverage company was set to relaunch its Web site this week; DDB Digital, Dallas and New York, handled reworking the site.

Copyright March 2000, Crain Communications Inc.

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