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7UP launches second phase of Fido’s re-entry strategy

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MUMBAI: Soft drink major Pepsico's brand 7UP and its "cool" brand ambassador Fido Dido has scored another first in the country. For the first time an integrated platform of mobile-computer-net has been created by a brand. To this effect, 7UP has launched a site hosting cool downloads of picture messages, ring tones, screen savers, cursor, wall paper and Fido desk mate. Fido fans can access all these @ pepsizone.yahoo.co.in/product/7up. .

An official release informs that this site is also going to host the web premier of 7UP’s new television commercials later this week. The site, which has been created in collaboration with Yahoo India, also features the current 30-second TV ad spot of 7UP.

Pepsi Foods executive director (marketing) Shashi Kalathil said: “Pepsi has yet again taken the lead in setting the agenda of innovation by breaking through conventional mediums to explore uncharted territories. The launch of this new initiative is a part of the second phase of our aggressive restage of 7UP. Mobile phones, internet and computers have become integral parts of the daily life of today’s youth. This gives us an additional medium to reach out to the hip and happening online community, which adds a new and vibrant dimension to the on-ground initiatives for the brand.”

The entire site is built around Fido’s five Fidosophies - It’s cool to be you; Normal is boring; Your best friend is your head; Dare to be different and Life is short, live it up! The site offers cool picture messages, which can be downloaded by sending SMS like “pic fido1” to 8243. In addition wallpapers and screen savers can be downloaded from the site.

Apart from these regular features, the site has a download option of Fido Deskmate. This programme features Fido engaged in various cool activities like playing a guitar, skate boarding etc. The deskmate runs simultaneously on the computer while one is busy with other tasks. Pepsi already has its own web site www.pepsizone.yahoo.co.in and this new section of 7UP can also be accessed from there.

The beverage conglomerate recently kicked off its Internet-related initiatives by premiering the third part of What’s There? series of campaigns for Brand Pepsi on Yahoo! India homepage two days before its release on TV. Users who visited the site got to watch the streaming ad. The ad also premiered on the www.pepsizone.yahoo.co.in.

This was the first time that a streaming ad was being premiered on the Yahoo! India homepage and probably the first time that there was a sneak preview of this scale on the internet in India. Pepsi and Yahoo! also launched a joint consumer contest Find Our What’s There?.

As part of this month-long contest, consumers who log on to the Yahoo! India site and watch the ad, have to answer two simple questions, and 10 winners will get an opportunity to spend an evening with one of the stars of the ad. Consolation prizes come in the form of T-shirts autographed by the stars.

The company claims that the ad was successfull. In the two days that the promotion was run on the Yahoo! site, 54,000 users watched the ad, and more than 17,000 users went into the promotion in the pepsizone.

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