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Sony Music, Pepsi in global marketing campaign

NEW YORK: Sony Music and Pepsi Cola have unveiled plans for a multifaceted, global marketing campaign that will span the worlds of radio, television and retail.

Beginning next summer in the US, the unprecedented arrangement will include radio advertising for Pepsi brands featuring "sneak previews" of songs from key SME artists, as well as a series of Pepsi-sponsored TV specials showcasing select SME artists. What's more, the campaign will include co-branded sales efforts at non-music retail outlets across the US providing a dramatically expanded distribution platform for SME releases and unique cross-merchandising programmes for Pepsi retail customers.

Internationally, while raising Pepsi's longstanding relevance with music and the youth market, the relationship will feature a variety of innovative, co-branded marketing initiatives to maximise visibility for established SME artists and introduce new artists throughout the world.

Internationally, SME and Pepsi already have joined forces on Shakira's worldwide concert tour.

While specific details are in development, preliminary elements of the Sony Music Entertainment and Pepsi campaign are as follows:

- Co-branded point-of-purchase displays offering Pepsi products and SME CDs will be installed in high-traffic areas of non-music retail outlets in the United States, effectively positioning music product as a high-value impulse buy.

- As with Pepsi's sponsorship of Shakira's worldwide tour, SME and Pepsi will collaborate on a variety of innovative campaigns designed to maximise exposure for both Pepsi brands and SME artists in markets around the world.

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