In its biggest promotion to date, Pepsi’s Aquafina bottled water is taking to the skies in a blimp searching for consumers drinking its product.
Once someone is spotted from the blimp sipping Aquafina, a ground patrol will be summoned to offer the consumer one of more than 40,000 cash prizes ranging from $2 bills to vouchers for $10,000.
Two blimps will visit 60+ cities from mid-July through September. Consumers drinking, buying or wearing Aquafina or Aquafina Essentials-branded merchandise are eligible. The program, dubbed Aquafina Pure Luck, will visit street corners, parks, stadiums and sporting events, including Aquafina-sponsored pro beach volleyball matches in Las Vegas and California. An account-specific promotion at 1,800 Albertson’s stores is also in the works.
National TV and print ads support. Tracy Locke Partnership, Wilton, CT, handles for Purchase, NY-based Pepsi, with assistance from Impact Media Marketing, San Francisco.
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