In an effort to "seize" part Coca-Cola's share of the
European soccer category, PepsiCo launched the first ad in a
new marketing campaign during Wednesday's European Champions
League match between England's Manchester United (Man U) and
Italy's Fiorentina, according to John Willman of the
FINANCIAL TIMES, who writes that Coca-Cola has "invested
large amounts" in its European soccer program. PepsiCo's
European Dir Wayne Mailloux said that the company's approach
is a "new form of partnership marketing," in which the
company is "joining with" Man U and Italy's Juventus "in a
relationship that helps all three partners reach young
consumers." Willman writes that the approach has been
developed by PepsiCo in "previous partnerships" with pop
stars including Michael Jackson and the Spice Girls. The
"aim is to convince youthful consumers" that drinking Pepsi
"gives them access to 'properties' they cannot get
elsewhere." As part of the campaign, Man U and Juventus
players will be featured on cans "with offers to see the
teams play, visit their grounds and meet" the featured
players, including Man U's David Beckham. PepsiCo will also
sponsor TV soccer programming. Man U Marketing Dir Peter
Draper said PepsiCo's "help and experience in positioning on
an international basis can give us a heightened presence.
We can offer our goods and services to fans through channels
we cannot currently use" (FINANCIAL TIMES, 3/17).
