Soda Industry
Pepsi Blue’s First “It’s the Mix” Spot Debuts on MTV Video Music Awards PURCHASE, NY (August 28, 2002) – One band is a multi-platinum seller. The other band hopes to be. But both bands are punching the Pepsi Blue marketing ticket. Through a unique marketing strategy, Pepsi-Cola North America’s new soft drink, Pepsi Blue, will join forces with DreamWorks Records’ popular hard rockers Papa Roach and Geffen/Interscope Records’ up-and-coming rock/rap band, Sev. The bands and the brand are collaborating on projects to launch new singles, raise each other’s visibility, and connect with music fans and soft drink consumers alike. MTV Video Music Awards Sev and Pepsi Blue are partnering to release the band’s first single, “Same Old Song,” from their major-label debut CD, “All These Dreams.” Sev performs this song in the first-ever television commercial for Pepsi Blue, which debuts on the MTV Video Music Awards August 29 with the tagline, “It’s the Mix.” While shooting the video for “Same old Song,” director Kinka Usher used the identical set and scenery for the Pepsi Blue commercial. The commercial, created by BBDO New York, blends a traditional Gregorian chant with Sev’s fusion of rock and rap for a unique combination of sounds. “It has been an important initiative for Interscope Geffen A&M to blend brand marketing with current music and artists. Pepsi Blue presented us with the perfect opportunity to expose our band’s music to a wider audience,” said Steve Berman, head of sales and marketing for Interscope Geffen A&M Records. Papa Roach – “Time and Time Again” Papa Roach and Pepsi are planning to jointly promote the band’s upcoming single, “Time And Time Again,” set for release Sept. 10. Acclaimed video and commercial director Sam Bayer will simultaneously shoot both a Pepsi Blue TV spot and music video featuring Papa Roach and “Time And Time Again.” The video will expand on the concept behind the commercial. The two productions will share sets as well as other creative elements. Says DreamWorks Records principal executive Michael Ostin: “This is a tremendous opportunity to raise awareness for the new Papa Roach single, ‘Time and Time Again.’ Papa Roach has always wanted to work with Sam Bayer, and the collaboration among the band, Sam and the creative entities at Pepsi has already been very exciting. Pepsi loves the song and fully understands how the sound and attitude of Papa Roach’s music speaks to the same people who will be drinking Pepsi Blue. We're always looking for new avenues to enhance exposure for our artists. We think these kinds of commercial and creative relationships are the wave of the future and we're thrilled to be involved in this one.” “The phrase ‘It’s the Mix’ is more than just a tagline – it describes this entire project – from both bands’ musical styles to Pepsi Blue’s fusion of cola and berry,” said Dave Burwick, chief marketing officer of Pepsi-Cola North America. “And from a business standpoint, it’s a fusion of marketing strategies. We will help each other to grow. The Pepsi Blue commercial will expose Papa Roach and Sev to millions of people and give teens access to the music they really enjoy.” About Pepsi Blue Pepsi Blue is the latest in a series of successful soft drink innovations from Pepsi-Cola North America (PCNA), including Mountain Dew Code Red, Pepsi Twist and Sierra Mist. Nine months in the making, Pepsi Blue was teenagers’ choice of more than 100 cola fusion concepts tested. It is now available nationwide in 20-ounce and 1-liter bottles. Pepsi Blue (www.pepsiblue.com) is the official online sponsor of the 2002 MTV Video Music Awards Viewer’s Choice Award and of the Last Fan Standing contest. Fans can log on to www.mtv.com to cast votes for both. This relationship is featured on the Pepsi Blue web site along with an exclusive downloadable Pepsi Blue ChatAbles player providing animated instant messaging icons as well as details on some of the nation's largest auto shows. About Papa Roach Hailing from Vacaville, Calif., Papa Roach released their triple-platinum major-label debut, Infest (DreamWorks Records), in 2000. The album spun off the multi-format #1 hit “Last Resort,” which was heavily rotated on MTV, including a Top 5 video on “Total Request Live.” In June of 2002 Papa Roach returned with the critically acclaimed lovehatetragedy, which debuted at #2 on the Billboard 200 album chart and has already been certified gold. It has thus far scored the hit “She Loves Me Not,” with follow-up track “Time And Time Again” premiering at radio Sept. 10. The hard-rocking quartet has toured extensively overseas as well as domestically, most recently tearing up stages with Eminem on The Anger Management Tour. For more on Papa Roach, visit www.paparoach.com. About Sev Sev is a five-man band from the Washington, D.C., area that formed in 1996. Since then, they have amassed over 1000 shows on the road, including stadium shows in front of audiences with more than 65,000 people. Sev’s fan base spans the globe from across the United States to Europe and the South Pacific. These fans from around the world become closer to each other via the band’s website: www.24sev.com. In turn, Sev connects with their loyal fan base by self-managing their website and responding to their emails on a regular basis. About Pepsi-Cola North America Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the $4 billion refreshment beverage unit of PepsiCo, Inc. (www.pepsico.com). In addition to Pepsi Blue, its other brands in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Pepsi Twist, Wild Cherry Pepsi, Mountain Dew, Mountain Dew Code Red, Sierra Mist, Mug, Slice, Aquafina, FruitWorks, Dole single-serve juices and SoBe. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. # # #
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