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Pepsi US counting on the dark Star Wars force to build brand connect

Indiantelevision.com Team

(1 March 2005 12:00 pm)

MUMBAI: Pepsi in the US is counting on the dark force to help it build up a stronger brand connect with the consumer. In conjunction with the 19 May release of Star Wars: Episode III Revenge of the Sith, Pepsi-Cola North America has announced that it will run an online promotion and a new Diet Pepsi commercial. Both will center around everyone's favourite Jedi Master -- Yoda.

In addition, Pepsi will partner with 7-Eleven to offer Darth Dew Slurpee and four limited-edition 3-D cups at participating stores across the US. From 18 April Pepsi drinkers and Star Wars fans have three ways to play the Call Upon Yoda instant-win sweepstakes -- online, by phone, or by text messaging -- to see if they've won one of ten $100,000 grand prizes. Other prizes include Star Wars toys and games from Hasbro and Lego and free 2-liter bottles of Pepsi Lime. The sweepstakes will also bring fans closer to the film characters, Yoda, Darth Vader, C3PO and R2-D2 through web-based interactive games and phone and text messaging programmes.

Yoda will encourage fans to achieve success via the Jedi Training Games and the Intergalactic Translator at the sweepstakes Web site.

The film's character Yoda also stars in a new Diet Pepsi commercial called Jedi Mind Trick. The spot is scheduled to begin airing in May and features the same award-winning special effects that ILM creates for Star Wars. Set in a diner, Yoda sits at the counter and uses the Force to try to get a Diet Pepsi to drink with his meal. A special appearance by the famous Wookiee, Chewbacca, ends
the spot with typical Pepsi humour. The commercial was created by BBDO New York.

As far as new beverage drinks are concerned Darth Dew Slurpee will be available at participating 7-Eleven stores across the US in May. Mountain Dew Pitch Black is the popular limited-edition soda that combines the great taste of Mountain Dew with a blast of black grape flavor. Darth Dew Slurpee is modeled after Mountain Dew Pitch Black and will be served in four different Episode III collectible 3-D cups with lids shaped like the head of Darth Vader.

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