PepsiCo brands are coming together this summer to encourage shoppers to host their own big night in with its range of snacks and beverages and get behind their favourite football team. The ‘Power of One’ campaign features an on-pack promotion offering prizes across selected formats of Walkers Tear ‘n’ Share, Walkers Stax, Doritos and Pepsi Max.

PepsiCo is not an official partner of the FIFA World Cup 2018, being held in Russia this summer – arch rival Coca-Cola has partnership rights. Like many other companies, however, PepsiCo is looking to tap in to the football fever likely to take hold across the UK shortly, without infringing on any rights held by FIFA or Coca-Cola.

In the ‘Power of One’ promotion, for the chance to win prizes, shoppers need to purchase any two items from the range, register online at one of the respective brands’ dedicated websites (walkers.co.uk/perfectmatch, doritos.co.uk/perfectmatch or pepsi.co.uk/perfectmatch) and enter the codes found on-pack. Consumers can then spin the carousel to see if they can score the Perfect Match (3 matching icons) and win a prize to enjoy in front of the next game. There is a No Purchase Necessary route for consumers in Northern Ireland.

The prize pool includes 49″ LG Smart 4K Ultra HD LED TV, Walkers Snack Bowl & Pepsi Max Glasses bundles, coupons for a free pack of Walkers or Doritos or coupons for a free bottle of Pepsi Max.

Andy Hawkswell, Walkers Marketing Manager, says, “With over 80,000 prizes up for grabs, we are excited to be launching our biggest ever Power of One promotion to really help the nation get together and cheer on their favourite team. We have recruited Lionel Messi, Dele Alli and Gary Lineker who will be appearing on packs to maximise awareness and capture the nation’s love of the beautiful game.”

Global drinks and snacks company PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. 22 of its brands generate more than $1 billion each in estimated annual retail sales.

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SHS Drinks has launched a new heavyweight experiential and social interactive campaign for WKD and its low-calorie variant NKD which the company says will reach two million 18 to 24-year-old consumers every week throughout the summer until September.

SHS says the ‘WKD for the Now’ push is an innovative and exciting mix of experiential and social media-driven activity which will put WKD and NKD “firmly in the spotlight this summer by engaging with young adult consumers at all key touchpoints in their lifestyles from festivals or when they are out shopping to a night in or getting ready for a night out on the town.”

The campaign will see a multi-function social hub installed at major outdoor summer music events including Made in Leeds (July 1) and 2000trees (July 6-8) providing a focal point for festival goers to meet friends and enjoy and capture some WKD ‘wow’ moments.

The WKD Hub constructed for the music festivals will incorporate four specific areas:

• A mirrored ‘get ready to party’ glitter station enabling festival goers to add some sparkle and a touch of glamour to the occasion.
• A VIP garden terrace giving a raised view over the festival site.
• An exclusive VIP WKD bar and DJ booth.
• ‘The WKD Spot’ where the brand’s exclamation mark logo is put to creative use as an area for consumers to perform and showcase their talents, putting them at the heart of the WKD For the Now experience.

This will be complemented and enhanced via:

• A fully integrated social media programme spearheaded by DJs.
• Highly visible national digital poster displays in key conurbations across the country from Leeds, Liverpool and Manchester to Cheltenham, Edinburgh, Glasgow, Dublin and Belfast.
• Distribution of eye-catching point of sale materials to bring the campaign to life in selected retail outlets and on-premise venues.
• And the creation of a series of signature summer cocktails for each of the four WKD and two NKD variants.

There are five executions in the digital 6, 48 and 96-sheet outdoor poster campaign which communicate the ‘for the NOW’ message. Each of the digital posters features a person performing a different talent such as roller skating, break dancing and hula-hooping in the spotlight of the WKD exclamation mark which is fashioned into a stage.

Selected licensees and retailers will be offered WKD themed POS materials, while SHS Drinks has created a series of summer cocktails – one for each WKD and NKD flavour – to enable all outlets to participate in WKD’s summer activity.

WKD also plans to widen the reach of the festivals by sharing the experience with those who aren’t there, enabling them to feel a part of the action.  DJs will host a series of two hour shows which will be broadcast between 8pm and 10pm – the prime-time slot when 18 to 24-year-olds are getting ready for an evening out.

Amanda Grabham, Head of Brand Marketing – Alcohol, at SHS Drinks, says: “Having a fantastic time and sharing those experiences and memories with friends on social media is at the epicentre of today’s 18 to 24-year-olds’ lifestyles, and this has been the driving force and lies at the very heart of the ‘WKD for the Now’ summer campaign.”

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