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According to Sylvain Charbonneau, Vice-President and General Manager, Quebec, The Pepsi Bottling Group: "These investments in our Montréal production facilities and in a major marketing campaign that is exclusive to Québec demonstrate Pepsi's commitment to Québec and the significant role that it plays in our strategic planning efforts. One of the reasons we are so successful in Quebec is because we recognize and embrace Quebec's unique culture - we have been part of the cultural fabric from the very beginning. We have built our brand strategy based on Quebec consumer insights that have ensured we stay relevant to this important market."
"As for the new Pepsi logo, it is in keeping with our global strategy to refresh a brand that Quebecers have loved for 75 years. The brand new Pepsi advertising campaign that will be aired starting today stays true to our commitment to recognize Quebecers' unique heritage, and our ad will reflect this," explains Charbonneau.
In addition to the new ad campaign, Pepsi will also execute a fresh new marketing campaign in Quebec, which will include billboard advertising, a digital campaign, sampling and consumer interaction at key consumer events, and a grassroots program featuring "a team" who will spread joy across Quebec.
Pepsi's exceptional 25-year partnership with Claude Meunier is another reason the brand has enjoyed so much success in Québec. A very well respected spokesperson, Meunier was associated with the Pepsi brand from 1984 to 2002, and with the Diet Pepsi brand since 2003.
The brand new Pepsi advertisement that was created by the ad agency BBDO Montreal to commemorate Pepsi's 75 years in Québec presents a humorous approach to major events that have taken place in Québec over the past 75 years, intertwined with key moments in the history of Pepsi in the province, including a brief reference to Meunier's infamous 'hockey player' character.
During the course of his partnership with the Pepsi brand, Meunier has created many characters that have marked the history of advertising in Québec. These characters include Ti-Guy Le Bœuf, a hockey fan who even meets Linel Duval in a memorable advertisement; Van Alain, a colourful disco character; and Sylvain Saguenay, a much-loved and zany fisherman.
About PepsiCo Beverages Canada:
PepsiCo Beverages Canada is a Canadian leader in the beverage industry, marketing a range of products under the following brand names: PEPSI, DIET PEPSI, 7UP, MOUNTAIN DEW, AMP ENERGY, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEA, BOTTLED STARBUCKS FRAPPUCCINO, GATORADE, DOLE, and TROPICANA.
For image downloads, a campaign overview and to watch the Quebec ad please visit:
http://smr.newswire.ca/en/pepsico-beverages-canada/new-pepsi-logo
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/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
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SOURCE: PEPSICO BEVERAGES CANADA
Hélène Reeves, Catherine Maisonneuve, Reeves & Associés, Conseillers en communication, (450) 656-4420, (514) 573-6892 (cellular), helene@reevescom.ca
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