Pepsi websites target SEA youth

Developed and launched by Proximity Singapore, the new websites are a reflection of the fact that teenage consumers want more from brands, according to Pepsi Southeast Asia marketing director Michael Duffy. "It is no longer 'cool' to follow the traditional ways of marketing," says Duffy. "Our target audience spends a lot of its time avoiding the traditional mediums -- which brands have used as a focus for many years. The internet is just one of the key tools we will use to increase our connection with consumers and it is critical that it becomes an integrated and complementary medium, rather than a stagnant stand-alone item." The new sites feature a range of content, including football and music news, along with promotional news and wallpaper and screensaver downloads. "Today's youth are spending more and more time on the web and mobile, interacting with brands through interactive applications and games," said Proximity Singapore general manager Simon Bond. "Pepsi is embracing these new technologies and offering consumers a digital experience of their brand through the three new Pepsi websites." The sites are being promoted across all mediums, including POS, on-pack, TV and posters. "We will also be launching a large online campaign in the coming months on high traffic sites in the region," added Bond.