PEPSI STUFF AD CAMPAIGN ROLLS ON IN CANADA
By Adnews Staff
U.S.-based PepsiCo has pulled the plug on the final phase of the ad campaign supporting the Pepsi Stuff consumer loyalty program, according to a report in the Wall Street Journal last week. The program, in which Pepsi buyers exchange accumulated points for Pepsi clothing and merchandise, became a victim of its own success when more people than Pepsi had anticipated began cashing-in their points, says the article. The Pepsi Stuff program itself will continue as planned, but since public awareness of the program is already so high the money for the rest of the ad campaign has been diverted elsewhere. This is not the case in Canada, where both the program and the ad campaign continue as scheduled. Jeff Lobb, vice-president of marketing for Pepsi Cola Canada Inc., says they have not changed their advertising plans and couldn't be happier with the program. Canadian advertising will continue through the summer and the program will run through to the end of October. Media planning for the Canadian Pepsi Stuff campaign is done by J. Walter Thompson Co. Ltd. in Toronto. Media buying is done by Pepsi Canada's agency of record, BBDO Canada. The creative comes in over the border from BBDO's New York office.