MUMBAI, Sept 28: Pepsi has launched a programme targeted at teenagers where they can exchange crown caps and some cash for accessories like rucksack; specially-designed bubble watch; pencil poch with an eraser, scale and sharpner; and a water bottle. Called the Pepsi Cool Mall, this GeneratioNext prmotion offers value and style for youngsters.The `Cool Maal' premium items will be available at over 6,000 redemptiion centres in 40 cities. These items have been specially created for Pepsi after taking into account the latest trends in teen accessorisation.
Pepsi executive vice-president (marketing) Vibha Pausl Rishi said, "Pepsi brings you the coolest, hippest most exciting experiences. Cool Maal has the attitude-on-your-sleeve of GenratioNext. With Pepsis Cool Maal you can be the coolest person in `class.'
The Cool Maal promotion features a television campaign featuring MTV Veejay - Cyrus Broacha and will be supported by print and outdoor media.
Pepsi has executed a number of promotions in the year1998 including James Bond, The Cricket Game, Body Language Tatoos and Cool Cool Summer. In addition, Pepsi has continued its direct interaction with consumers via music and dance events like the Pepsi Dance Connection, the Junoon Concert, the Pepsi Powerblast, the Savage Garden and Ricky Martin encounters amongst others.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
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