PEPSI'S ALLSPORT
By Adnews Staff
Pepsi Cola Canada Beverages attracting consumers to its AllSport drink by seeking out "points of sweat" and distributing over one million bottles of the product to... well, sweaty people. "It's not exactly a traditional product so sampling-out products is the best thing we can do," Pepsi vice president of marketing Jeff Lobb told Adnews. Pepsi recently distributed AllSport at the Toronto Marathon and will be showing up at bike-a-thons, races and baseball tournaments throughout the summer. Pepsi ventured into a new market in February when it released AllSport, a slightly carbonated sports drink. Pepsi quickly followed with an aggressive television campaign featuring the Orlando Magic's Shaquille O'Neill. BBDO of New York created the ad and did the media buy. J. Walter Thompson of Toronto did the media planning.