Consumers get a taste of the future
Print and digital advert complements launch of Pepsi’s new zero-calorie beverage
PETALING JAYA: Readers of The Star were the first to experience a futuristic-like advertisement when they opened the third page of Star2 yesterday. Many were impressed by how the newspaper came with gadgets.
Limited copies of The Star distributed in the Klang Valley had an LCD attached to the article Cities of the Future which broadcast the story visually while a sound chip narrated the story Living with Robots.
This out-of-the-box interactive advertising was part of a bigger campaign to promote the all-new no-calorie Pepsi.
An avid reader of The Star, D. Mah, said: “Finally, a big leap in the advertising world, a totally different level of creativity! Simply put, you just can’t ignore it, can you?”
A group of Indonesian expatriates was also surprised to discover the LCD in The Star over breakfast at a cafe in Kuala Lumpur.
“I am impressed at this advanced advertisement because seldom do we see such creative advertising being done in a newspaper.
“Those who received the gadget will surely keep it as it may become a collectible someday,” said Lily Agustine, 45.
Her friend Linda Su, 44, who is on a diet, commended the all-new zero-calorie Pepsi.
“People who like soft drinks can now drink this and not worry,” she said.
INTI International University, Nilai student Shannen Chung, 22, exclaimed that this method of advertising was new to her, especially in a newspaper.
“It is amazing how Pepsi managed to incorporate technology with the brand, and going on print and digital, as this will appeal to readers visually,” she said.
Agreeing with Chung on the uniqueness in having a visual and audio gadget out into the newspaper was Universiti Pendidikan Sultan Idris student Kartini Jasmin, 20.
She said many people were not bothered to read long text these days but with this creative advertising, they would be encouraged to find out about the story and product.
The innovative drink was launched to meet consumers’ thirst for healthier options as they become
more health-conscious.
The campaign’s tagline “Drink the Future Now” was coined to represent how Pepsi really is the taste from the future.
To ignite a futuristic approach to its creative campaign, Etika and PepsiCo planned an out-of-the-box interactive advertising concept to increase the new product’s awareness, exclusive to Malaysia.
Various mediums included gigantic billboards, radio and TV commercials as well as cinema ads.
Etika also erected a huge outdoor display at Wisma Damansara in Jalan Semantan, Kuala Lumpur, that had a countdown timer and descending chiller, filled with bottles of Pepsi that was lowered a few metres each day until the launch on March 30.
Etika Sdn Bhd Marketing vice-president Santharuban T. Sundaram said they were excited to collaborate with The Star to bring the future to Malaysians.
“Advances in research and technology has allowed for the creation of an unparalleled recipe and formula that keeps Pepsi delicious, providing a future when consumers can experience great cola taste with no calories,” he said.
The new Pepsi is sold in a 320ml can, 1.5L and 400ml PET bottles at all major retailers.