Pepsi Arts Up For Xmas - Brief Article

Brandweek, Nov 29, 1999 by Theresa Howard

In its first national cause-related program in recent memory, Pepsi-Cola next week partners with Save the Children and The Make-A-Wish Foundation for a holiday gift card offer.

"Share the Joy," backed by national radio and in-store support, features limited-time packaging with original Save the Children illustrations on multipacks and 2-liter bottles of core Pepsi-Cola products. For December, multi-packs of Pepsi, Diet Pepsi, Mountain Dew and Pepsi One, will carry a dozen free gift tags. Themed packaging will direct consumers to the Web for purchases of winter-themed cards at $3.75 per dozen.

"The PepsiCo Foundation does an awful lot for children's causes, but this is the first time the brands have taken causes into our packaging," said Frances Britchford, vp of initiatives. "The whole 'Joy of Cola' campaign is about optimism and celebration," she added, noting that the less-commercial promo might better appeal to gatekeepers.

A mix of 20- and 40-second radio ads, via BBDO, N.Y., featuring the Harlem Boys Choir and Pepsi spokesgirl Hallie Eisenberg, start next week.