PepsiCo brands are coming together this summer to encourage shoppers to host their own big night in with its range of snacks and beverages and get behind their favourite football team. The ‘Power of One’ campaign features an on-pack promotion offering prizes across selected formats of Walkers Tear ‘n’ Share, Walkers Stax, Doritos and Pepsi Max.
PepsiCo is not an official partner of the FIFA World Cup 2018, being held in Russia this summer – arch rival Coca-Cola has partnership rights. Like many other companies, however, PepsiCo is looking to tap in to the football fever likely to take hold across the UK shortly, without infringing on any rights held by FIFA or Coca-Cola.
In the ‘Power of One’ promotion, for the chance to win prizes, shoppers need to purchase any two items from the range, register online at one of the respective brands’ dedicated websites (walkers.co.uk/perfectmatch, doritos.co.uk/perfectmatch or pepsi.co.uk/perfectmatch) and enter the codes found on-pack. Consumers can then spin the carousel to see if they can score the Perfect Match (3 matching icons) and win a prize to enjoy in front of the next game. There is a No Purchase Necessary route for consumers in Northern Ireland.
The prize pool includes 49″ LG Smart 4K Ultra HD LED TV, Walkers Snack Bowl & Pepsi Max Glasses bundles, coupons for a free pack of Walkers or Doritos or coupons for a free bottle of Pepsi Max.
Andy Hawkswell, Walkers Marketing Manager, says, “With over 80,000 prizes up for grabs, we are excited to be launching our biggest ever Power of One promotion to really help the nation get together and cheer on their favourite team. We have recruited Lionel Messi, Dele Alli and Gary Lineker who will be appearing on packs to maximise awareness and capture the nation’s love of the beautiful game.”
Global drinks and snacks company PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. 22 of its brands generate more than $1 billion each in estimated annual retail sales.
