labels: soft drinks, pepsi india, advertising/branding
Pepsi launches summer initiative for 7UP consumers news
28 April 2004
Hyderabad: PepsiCo India has launched a promotional campaign for its customers here. According to the campaign consumers who collect crowns of 7UP 200-ml or 300-ml returnable glass bottles can exchange them for Fido Dido collectibles for a nominal cash payment.

For instance, a consumer can exchange a Fido slap band for two 7UP crowns plus Rs 5, while five crowns plus Rs 25 can get them a Fido cap. Similarly, 10 crowns plus Rs 50 can be exchanged for a Fido T-shirt while 12 crowns and Rs 100 can get them a Fido bag.

Consumers can redeem the crowns at nearly 150 redemption centres, titled '7UP brand shops' across Andhra Pradesh.

According to Saurabh Gupta, head of Pepsi's operations in central India, ''7UP is the fastest growing brand from the Pepsi portfolio in the state, and Fido Dido is extremely popular amongst consumers here. With the attractive Fido merchandise, the 7UP initiative is certainly going to create a lot of fun in the summer season.''

The innovative initiative is being communicated to consumers through print advertising, bus-shelters signage, point-of-sale merchandise and an intense hoarding drive across the state. Nearly 50 eye-catching 7UP-Fido hoardings have been put up across the state as part of the communication package.

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Pepsi launches summer initiative for 7UP consumers