PEPSI TASTE TOUR '99 ROLLS OUT ACROSS CANADA
By Adnews Staff
Pepsi-Cola Canada Ltd. of Mississauga, Ontario has started the summer season with the launch of its Pepsi Taste Challenge and Concert series. The program, which runs from May to Labor Day, has Pepsi's sampling program stopping at cities across Canada including Edmonton, Calgary, Toronto, London, Hamilton and Ottawa. Participating in the concert series are The Tea Party, Big Sugar and Matthew Good Band, each performing 10 invitation-only club shows in the Pepsi Taste Challenge cities, plus Winnipeg, Regina and Kitchener-Waterloo. Radio stations sponsoring the program will be giving away double "Exclusive Access" passes to the events. A second way to win is to take the taste challenge and receive a scratch-and-win contest card. A new radio advertising campaign showcasing the Taste Tour bands will be used to promote the program. Radio spots will run two weeks before each concert in each city. All creative for the Pepsi Taste Challenge was done by GENERATORIDEAWORKS of Toronto. OMD handled the media buy. Pepsi-Cola markets a variety of beverages including Pepsi, Diet Pepsi, Caffeine-Free Diet Pepsi Max, 7UP, 7UP Light, Mountain Dew, Mug Rootbeer, Dr. Pepper, Aquafina, All Sport and Lipton Iced Teas.