1. Diet Pepsi
Account Specific Programs
11.11.08
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2. ASSIGNMENT:
Develop a promotional program for 2009 to:
1. Re-engage Boomer diet loyalists (Females, 44-62) with the Diet Pepsi
2.Garner incremental display
3.Provide “switchers” with a reason to choose Diet Pepsi
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3. With four incredible Diet Pepsi flavors — tangy lemon, exotic lime,
exhilarating wild cherry and soothing vanilla — you can satisfy your
tastes in a variety of ways. And now, whenever you drink Diet Pepsi,
you’ll have a chance to express your taste in travel as well, with the
opportunity to win your choice of four Travel Channel dream excursions
or other prizes. It’s time for a refreshing escape with Diet Pepsi.
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5. Your Taste In Travel
PARTNER(S):
Travel Channel
Travelocity
Zagats
TLC Rewards
SPOKESPERSON:
Samantha Brown (Travel Channel)
HOW IT WORKS:
Find blow-on codes on-pack
Go online or text codes for a chance to instantly win your choice of Diet Pepsi / Travel Channel excursions. Prize
areas:
– Diet Pepsi Wild Cherry: Adventure
– Diet Pepsi Lime: Exotic Caribbean
– Diet Pepsi Lemon: Domestic Beach
– Diet Pepsi Vanilla: Spa/Relaxation
Lower level or account specific prizes: Travelocity trips or discounts, TLC Rewards (local destinations), free airfare, bus
fare, train fare, gas cash
Find Your Taste in Travel: In-store / online guide to local destinations & restaurants in retailer markets (created in
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conjunction with Travel Channel / Zagats / TLC Rewards)

6. Ladies, don’t let the economy put a cramp in your get together plans
with your friends. If you can’t go out every week like you used to, just
stay in. Diet Pepsi will be providing everything you need for your big
“Girls’ Night In”. Plus, you and your crew will have a chance to win a
once-in-a-lifetime, flavor-filled experience with celebrity “Take-Home”
chef Curtiss Stone. Now all you have to do is get rid of your husband.
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8. Girls’ Night In
PARTNER(S):
Scene-it
Netflix
SPOKESPERSON:
Curtis Stone (Take Home Chef)
HOW IT WORKS:
Cross merchandise DP flavors with movies/books – everything to create a perfect girls night in
Girls Night In Guide: we create an in-store printed guide highlighting Girls’ Night In ideas (eg. movie recommendations
from Netflix, board games, card games, book clubs, jewelry parties, clothing swap parties etc). This could also
available
online.
In-store or online sweeps to win:
– Grand Prize: a “Take Home Chef” dinner party with Curtis Stone preparing all the food.
– Other Prizes:
• Netflix 6-month membership
• Borders Gift Cards (or retailer gift cards for in-store books)
• Scene It Game Package
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9. This year, Diet Pepsi will be bringing to market four amazing flavors.
And to celebrate we’re going to be partnering with two stylish, Iconic, and
colorful brands to help you fill your world with flavor. Every day, you’ll
have a chance to feel the refreshing wind in your hair in a custom-colored
MINI convertible. Or choose your flavor from a variety of limited-edition
iPod Nanos. It’s time to color your world with flavor with Diet Pepsi.
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11. Choose Your Flavor
PARTNER(S):
MINI Cooper
iPod
HOW IT WORKS:
Find blow-on codes on pack
Go online or text codes for a chance to instantly win your choice of four one-of-a-kind 2009 Mini convertibles with
custom metallic paint:
– Wild Cherry Red
– Lime Green
– Lemon Yellow
– Vanilla Bean Tan
Diet Pepsi will give away one per day across all customer stores for 4 weeks
Lower level or account-specific prizes:
iPod Nano (100 per day per customer. Or 1 per day per store)
•
MP3 downloads
•
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12. In 2009, the Diet Pepsi lineup will have a whole new look. And so can
you. Just pick up any Diet Pepsi product and you’ll have a chance to find
your fashion flavor with the latest styles from some of today’s hottest
brands and retailers. Plus, one lucky Diet Pepsi drinker will be heading
off to LA or NY to refresh their wardrobe with celebrity stylists Stacy
London and Clinton Kelly from TLC’s hit show, What Not To Wear.
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14. Find Your Fashion Flavor
PARTNER(S):
TLC: What Not to Wear
Sephora
Nine West
Levi’s Jeans
Macy’s
SPOKESPERSON:
Stacy London and/or Clinton Kelly
HOW IT WORKS:
Find codes via blow-on sticker on-pack
Go online to find out if you’ve instantly won the grand prize: a makeover with Stacy London and Clinton Kelly (Grand Prize Winner
will be featured in a special Diet Pepsi online episode of What Not To Wear)
Other lower level or account specific prizes
– Fashion Show Swag Bag with prizes from multiple fashion partners
– Sephora Gift Card
– Exclusive Nine West Merchandise (or merchandise sold at specific retailer)
– Paul Mitchell products
– Levi’s jeans and apparel
– Macy’s Gift Card
“Find Your Fashion Flavor Online”: Create an application and allow consumer to have a little fun by inserting their face on a
model
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and trying on clothes in a virtual online dressing room (Stacy and Clinton could provide funny feedback).

15. This spring, you can get all your favorite Diet Pepsi flavors and all your
favorite Tina Turner classic hits — all in one place. Every time
you purchase Diet Pepsi, you’ll be earning your favorite songs, plus you’ll
have a chance to see Tina perform live at one of her 2009 World Tour
stops. One lucky winner will even get backstage passes and a chance to
choose the songs in her encore. Get all your favorites
from Tina and Diet Pepsi at (retailer) .
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17. All Your Favorites…
PARTNER(S):
Rhapsody (or iTunes)
SPOKESPERSON:
Tina Turner
HOW IT WORKS:
Find concert codes on-pack and bank them online
Meet a certain purchase hurdle of Diet Pepsi products (eg.five 12-pks and six 2-Liters) and get 10 free Tina Turner
song downloads from Rhapsody (or iTunes)
Plus for every code logged, you’ll be automatically entered to win an all expenses-paid trip to see Tina perform at the
concert of your choice, anywhere during her World Tour.
Other sweeps prizes:
iPod Nano (or Microsoft Zune) pre-loaded with all of Tina Turner’s albums/songs
Tina’s Wardrobe Giveaway
– Costumes
– Accessories
– Shoes 17