PEPSI BREAKS SUMMER TASTE CHALLENGE EVENTS
By Adnews Staff
Pepsi-Cola Canada Ltd. began another round of Pepsi and Diet Pepsi Taste Challenges on May 3, inviting teens and young adults to choose their favourite cola in a blind taste test. Pepsi Taste Challenge teams will work special events and locations in Vancouver, Edmonton, Calgary, Toronto, Kitchener-Waterloo, London, Hamilton and Ottawa, conducting taste tests, giving away prizes and handing out Pepsi Taste Challenge cards, which offer discounts at retailers and restaurants across Canada. The tour wraps up at the end of summer with eight invitation-only concerts by pop group Prozzäk. Passes to these shows can be won at tasting booths, through participating radio stations or online at <http://www.pepsi.ca/challenge>. Diet Pepsi Taste Challenge teams also began touring events in the above cities as well as in Winnipeg and Saskatoon earlier this month conducting tastings and handing out Diet Pepsi Taste Challenge cards. Those cards carry a PIN number that can be entered online at <http://www.dietpepsi.ca/challenge> for a chance to win a Diet Pepsi road trip, which includes an SUV for a week and $1,500 spending money. One grand prize winner will receive an SUV of the winner's choice. Road trips can also be won through participating radio stations. A TV spot, from BBDO of Toronto, began airing on Monday in Ontario and Western Canada to promote the tours. It will be accompanied by radio advertising. Promotional materials created by Generatorideaworks and Web sites created by Proximity Canada are also in use. Media buying was handled by OMD and public relations are being handled by Praxis Public Relations.