17/04/2014 - News
PepsiCo transforms StreetTalk kiosks into giant 3D bottles
PepsiCo is transforming 30 London StreetTalk kiosks into giant Lipton Peach Ice Tea bottles, targeting young people in close proximity to convenience stores with a special build campaign with JCDecaux Innovate.
Through an integrated campaign developed by OMD UK and Talon, PepsiCo are partnering with JCDecaux and Bauer Media to bring refreshing summer twists to the streets of London. Kiss FM will be inviting listeners to answer the phone in one of the Lipton Ice Tea bottles to win prizes including trips to go to KISSTORY in Ibiza. And to bring further twists to London, massive experiential stunts will appear next to the winning kiosks.
The content created on London Streets will then be hosted on Kissfm.com and on Lipton Ice Tea’s Facebook page, and seeded digitally to ensure maximum opportunities to see.
Paulina Gorska, Senior Brand Manager - SoBe & Lipton Ice Tea, at PepsiCo, said: “Transforming JCDecaux’s StreetTalk kiosks into a giant replica Lipton Peach Ice Tea bottle is a fantastic way to drive awareness to our brand and reach our target audience of youths at busy high street locations. The innovative stand-out design combined with the radio competition is the perfect way not only to bring a fun campaign to consumers but also highlights how Lipton Ice Tea is a refreshingly cool drink with a fruity twist.”
Planned and booked with JCDecaux Innovate by OMD UK and Talon, PepsiCo has also deployed 5,000 StreetTalk kiosks nationwide to drive brand awareness in the lead up to Easter, emphasising the refreshing and fun nature of the brand.