With summer as the perfect time to seize the attention of millennials, Pepsi has deployed a self-branded music series that will involve trade promotions and consumer engagement and serve to give the brand currency among the influential consumer target group.
Millennials, which comprises those born from 1990 - 2000, is a core target for the bubbly brand, and the marketing team is keen on capitalizing on this niche. The technologically savvy group is often described as full digital natives, based on their instant access to limitless information due to technology, and they play a key role in marketing trends.
Pepsi understands this desire for information, innovative connections and instantaneous rewards, and the team has crafted the Pepsi Refresh Tour in response to those needs. The self-branded Pepsi Refresh Tour answers by delivering on millennial’s constantly evolving needs, involving them in the engagement and demonstrating respect and loyalty to gain their trust.
“Music is in the DNA of millennials, and for this group, summer means energy, excitement and fun times together, and we are making it that much easier to have access to great entertainment courtesy of Pepsi,” said Mitchell Watson, Marketing Manager, PepsiCo.
The Pepsi Refresh Tour will cover online at the Pepsi Jamaica Facebook page, and at some 80 stores in Jamaica’s bustling town centres – Papine, Half Way Tree, Downtown Kingston, Greater Portmore, Spanish Town, Ocho Rios, Montego Bay and Savanna-la-Mar. Ten of these featured locations will host a mini Pepsi concert with entertainment by upcoming musical acts, spot prizes, and Pepsi freebies – caps, shirts, speakers, frisbees, umbrellas and gift baskets.
By purchasing six 20oz Pepsi on promotion day in any of the 10 locations, consumers immediately get a ticket to the highly anticipated Pepsi Refresh Live Concert on August 13, with dancehall heavyweights Spice, Busy Signal, Bugle and Cham, plus, a bonus in the form of a chance to win tickets to the world renowned Reggae Sumfest if they purchase a case of Pepsi.
The Pepsi Refresh Tour partnership also features quick service restaurants, and exclusive Pepsi partners, KFC and Tastee which take the excitement on the digital platform on social media and through their locations islandwide, respectively.
“We are supporting our partners by creating a centre of gravity in the trade, and pushing for a boost in the market, at the same time we are showing that as the premium Jamaican beverage company we connect with people and we know how to have a good time,” said Watson.
Watson added, “Our self-branded entertainment experience is geared towards giving our millennial consumers an authentic and unforgettable summer experience with Pepsi to put the cap on the perfect summer. What better way than our very own Pepsi Refresh Tour, Pepsi Refresh Concert, and Reggae Sumfest, one of the biggest events on the global reggae calendar?”
