Pepsi Makes “Smart Choices” About Obesity

from Promo Magazine: Pepsi PepsiCo, Inc. and Discovery Communications have joined in a $10 million marketing campaign to promote the soft drink maker’s new program designed to help consumers make healthy choices.
The program centers on PepsiCo’s new “Smart Spot” program, a green symbol on packaging designed to help shoppers identify more than 100 food and beverage products from PepsiCo that will contribute to healthier lifestyles. The products include brands like Quaker, Aquafina, Baked! Lays, Gatorade, Tropicana and Dole. Also included are the company’s diet carbonated beverages, Lipton teas and some Frappuccino coffee beverages.
The yearlong partnership features six of Discovery’s U.S. networks, exposure on and the largest advertising commitment to date for FitTV. Promotions will also appear at retail in some Discovery stores.
Discovery Channel, TLC, Animal Planet, Discovery Health Channel, Travel Channel as well as FitTV, will feature a variety of on-air ads with plenty of healthy breakfast reminders.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.