While the plans for the bottled water remain fluid right now in terms of branding, price or packaging, the launch is expected to be ``not before the middle of June next year''. However, the company will begin test-marketing the product later this year - somewhere in the South market.

Industry sources indicate that the brand is still to be decided - Pepsi has at least two bottled water brands in the US, Atlantis and Aquafina, as well as several other brands across international markets, which it can choose from.

What is visible in the marketplace right now, however, are two new promotions, launched by Pepsi to capitalise on the World Cup fever -- and to spread it across its brace of products to the 1-litre and 1.5 litre offerings.

In the first week ofMay 1999, Pepsi -- with uncharacteristic restraint -- quietly launched a new promotion called Vacation-Pepsi. The promotion has been launched in the Delhi market alone and could be taken to other cities later.

Under the scheme, a Vacation Man from Pepsi, visits colonies and homes -- if he finds a one-liter Pepsi bottle in the refrigerator, the consumer wins a three-day/four-night vacation to one of 23 destinations.

The promotion is being organised in collaboration with the Crown Hotels of India, who have properties in prime vacation spots like Agra, Ooty, Dalhousie, Kanyakumari and even Kathmandu. The promotion is on till June 15. According to a company spokesperson: ``The promotion has been designed to create excitement for the one-litre bottle during the World Cup and to encourage home consumption.''

Interestingly, instead of spending on advertising, Pepsi has adopted a new cost-effective and target-oriented tack to hype up the Vacation Man. First, hundreds of mailers are sent to residents of thecolony being targeted on a particular day. To create consumer pull, the Vacation Man mailer includes a coupon which offers a Rs 3 discount on the one-litre bottle.

To further push the promotion, the local grocers and shops --``where housewives go'' -- have been loaded with signage and POP material to advertise the scheme. According to the Pepsi spokesperson: ``On average, everyday at least five people win a vacation. By the end of the scheme, more than 200 people would have availed of the vacation offer.''

In addition, three days ago, Pepsi uncorked another promo -- this time, to boost the off-take of its 1.5 litre option. Under the offer, a 40 gm packet of Lays chips will be given free with the purchase of every 1.5 litre PET bottle of Pepsi, Seven-Up, Mirinda Lemon and Mirinda Orange.

It may be recalled, last month, to coincide with the inauguration of the World Cup, Pepsi had launched a promotion around its 300 ml bottle. Called `World Cup Stuff' the promotion offered a range of World Cup relatedmerchandising -- such as a India XI shirt, cap, button-caps, and a Sachin watch -- in exchange of crowns. Clearly, as a global partner of World Cup '99, Pepsi is determined not to let any over pass without scoring.