Pepsi Kicks Off 2019's Music Campaign this Summer

Press Release – Business / Marketing
February 22, 2019

             Somchai Ketchaikosol, marketing director for beverages of PepsiCo Services Asia
             Limited, is launching “Pepsi Music 2019” campaign, with the presence of newly‐
             appointed local brand ambassadors, Thanwa ‘The TOYS’ Boonsoongnern, Jintara
             Poonlarp, Nattawut Srimhok or ‘Golf F. Hero’, and Boom Boom Cash band.

             Pepsi® Kicks Off 2019’s Music Campaign this Summer
    Unveiling a New Marketing Platform and Tagline FOR THE LOVE OF IT™

Bangkok – Pepsi®, a global beverage brand by Suntory PepsiCo Beverage (Thailand) Limited, is
celebrating the 2019 summer with the launch of its latest music‐inspired campaign “Pepsi
Music 2019” to deliver an unexpected music experience and inspire the generation of today
to live their passion. The brand has also unveiled the new international tagline across its
trademark: FOR THE LOVE OF IT™.

Somchai Ketchaikosol, marketing director – beverages, PepsiCo Services Asia Limited,
commented, “Pepsi at the global level has recently kicked off the year 2019 with unveiling a
new marketing platform and tagline across its trademark: FOR THE LOVE OF IT™. Throughout
the year, more than 100 countries around the world will unleash a collection of distinctive
FOR THE LOVE OF IT content that champions the cola of today’s generation.”

The global tagline FOR THE LOVE OF IT encourages people to go all in for the things they love.
In Thailand, FOR THE LOVE OF IT is brought to life through the brand’s passion of music –
which has been at the heart of Pepsi for decades.

The “Pepsi Music 2019” campaign will focus on five key elements namely media integration,
unexpected music experience, superstars as authentic brand ambassadors, innovative
packaging and fashion collaboration with global lifestyle brand.

M: Media integration: Pepsi is set to activate a THB 250 million full‐fledged marketing
communication campaign in Thailand, targeting the young generations with a focus
on consumers aged between 17–22. Anchored by a new, music‐themed TV
commercial, the campaign be supported by other media to create vast awareness and
maximum impact including out‐of‐home media; mass transit and cinema ads; as well
as retail and in‐store media. The brand will also be taking a highly proactive approach
to digital marketing to get connected and engaged with today’s consumers via online
and social media namely Facebook, Instagram, Twitter, YouTube and LINE application.

U: Unexpected music experience: To connect and create an amazing, unexpected
experience with consumers through music, Pepsi in partnership with Yuthana ‘Ted’
Boon‐orm – one of country's most inspiring and creative music festival initiators – will
create a series of music event themed “Pepsi Unexpected Music Experience”,
featuring four genres of music: Pop, Rap, Electronic Dance Music (EDM), and ‘Luk
Thung’ or Thai Country Music. Throughout this summer, the music event will be
organized in three provinces including Bangkok, Udonthani and Nakorn Ratchasima.

Pepsi will continue sponsoring two music events during the Songkran festival namely
“Pepsi Presents S2O Songkran Music Festival 2019”, which is the most‐awaited and
biggest Songkran Electronic Dance Music (EDM) festival in Bangkok, and “Wonder
Waterland @ UD Town” in Udon Thani Province which is a landmark for connecting
with music fans in Northeastern. In addition, the brand will partner with JOOX – the
No.1 free music streaming application – in creating “Pepsi Music Roadshow”,
organizing free concert on the campus in five universities, both in Bangkok and
upcountry.

S: Superstars as authentic brand ambassadors: Pepsi has appointed local renowned
artists from four different music genres as ambassadors of the campaign: Thanwa
‘The TOYS’ Boonsoongnern as Pop idol, rapper Nattawut Srimhok aka ‘Golf F. Hero’ as
Hip‐Hop idol, Boom Boom Cash band as pioneer in Thai EDM, and Jintara Poonlarp as
queen of Luk Thung. They have collaborated with Pepsi in the campaign’s theme
song, “Why Wait?”, encouraging people to go all in for the things they love. They all
will be featuring in all advertising and promotional activities.

I: Innovative packaging: A collection of “Pepsi Music” limited‐edition packaging that
       reflects the spirit of the four music genres is being launched for a limited time, from
       February to May. The four designs of music‐inspired packaging will be found on packs
       of regular Pepsi and Pepsi Max Taste, both in PET bottle and aluminum slim can.
       What’s more special is that Pepsi has been leveraging Augmented Reality (AR)
       technology on this package to increase engagement with the consumers via Facebook
       platform. This is the first‐ever technological collaboration between Pepsi and
       Facebook in Southeast Asia. With a unique generated QR code printed on each of
       bottle or can, consumers can simply transform themselves upon scanning into their
       favorite Pepsi artists in the digital world, and further collect points to redeem unique
       rewards from Pepsi, worth more than THB 1 million in total.

       C: Collaboration with a global fashion brand: To build on its position as a leading
       lifestyle brand, Pepsi has joined forces with FILA, an Italian‐South Korean sportwear
       label, to introduce a special‐edition “PEPSI X FILA” fashion capsule collection, in the
       iconic colors shared by both brands — blue, white and red. Inspired by the four music
       genres, the collaborative collection will comprise a full range of sports and casual
       outfits – such as t‐shirts, sport jackets, hoodies, skirts, sweatpants, caps, and
       sneakers. More than 60 items will be available for sale at FILA store covering over 30
       branches nationwide, starting on March 1st onwards.

Carbonated soft drinks (CSDs) continue to grow and were among the top three growth
beverage categories, seconded only to packaged drinking water. The CSDs were valued at
THB 50 billion and still enjoyed the growth rate of 1.6 per cent1, comparing to the previous
year. While the THB 35‐biillion valued cola segment grew by 1.6 per cent2 as well.

Despite a challenging economic situation, Pepsi has continued to achieve a growth rate
higher than the industry average and outperformed all other cola brands in Thailand. The
brand has continued to maintain cola leadership in non‐returnable packaging nationwide,
with more than 45 percent share3.

“We are confident that our Pepsi Music 2019 campaign will bring fun and excitement to Pepsi
fans in Thailand, especially the new generation consumers, help drive sales volume this
summer and strengthen our leading position in cola segment,” concluded Somchai.

Follow updates on activities of “Pepsi Music 2019” campaign and FOR THE LOVE OF IT on
PepsiThai Facebook page and PepsiThai official account on LINE.

                                  #FORTHELOVEOFIT #PEPSIMUSIC2019

1–3
      Source: The Nielsen Company (Thailand) Ltd.