PepsiCo conducts Laughter Cube promotion in Montrea
By Adnews Staff
PepsiCo Beverages Canada is conducting a street promotion in Montreal in support of its 7Up brand called the "Laughter Cube." The installation, which is part of the brand's sponsorship of the annual Just for Laughs comedy festival, consists of a booth in which pedestrians can view a stand-up comedy performance. The laughter of participants is recorded and added to a video of previous viewers laughing. As part of the promotion, the company will donate seven dollars for each laugh to the Association sportive et communautaire du Centre-Sud, a local charity. The promotion was developed by Launch of Toronto, with public relations support from PraxisPR of Toronto and Reeves & Associés of Montreal. "Our ambassadors direct each participating consumer to check out the 7Up YouTube channel that night to see if they made the laughter chain, thereby driving further sharing of laughter," said Nicole Medcalf, senior manager of connections at Launch. "It really is contagious." The promotion will continue until July 25.