PEPSI-COLA’S MOST IMAGINATIVE CONSUMER PROMOTION IS ON THE
CARDS FOLLOWING PARTNERSHIP WITH MASTERCARD INTERNATIONAL
UAE - 28 May 2001: Pepsi-Cola International and MasterCard International are set to
conjure up a little magic for consumers of Pepsi products this summer by
turning soft drinks into cash!
Middle East’s leading carbonated soft drink manufacturer has teamed up with
MasterCard International, to create one of the region’s most innovative
promotional campaigns, which offers consumers across the GCC the chance to win
thousands of Dirhams in cash.
“Hundreds of thousands of MasterCard Pepsi payment cards,
offering instant cash, in amounts ranging from AED100 through to AED5,000, can
be won this summer in a simple to enter consumer promotion,” says Amer Morshed,
Pepsi-Cola International’s Gulf franchise vice president. “Through this
promotion, Pepsi-Cola is once more demonstrating why it is the number one soft
drink in the Middle East, by giving consumers what they want - more fun, more
value, and more prizes.”
Pepsi, leveraging MasterCard International’s position as a
world-leader in payment solutions, has been able to break the mould in consumer
promotions, and for the first time ever is offering ‘cash’ prizes, using
MasterCard’s pre-paid card system.
“The mechanics of the promotion are as uncomplicated as
ever,” explains Morshed. “Simply buy any Pepsi product - Pepsi, Pepsi
Mirinda (Orange, Apple, Lemon and Strawberry), Mountain Dew. Look under the
promotional caps and ring pulls to collect 2 icons – one with the Pepsi
MasterCard payment card and the other with the amount that will be won.”
A unique aspect of the promotion is that each winner will
receive his or her own MasterCard Pepsi payment card – complete with a Personal
Identification Number (PIN). This card can subsequently be taken to any
Automatic Teller Machine (ATM) that accepts MasterCard and/or Cirrus and the
amount that has been won can be withdrawn immediately.
In the UAE there are thousands of 100 Dirham MasterCard
Pepsi payment cards to be won. In addition there are also AED5,000 credit cards
to be won.
“The major prize can be used just
like any other credit card, namely to pay for any goods or services up to the
value of AED5000,” says Morshed. “We believe that this is the first time such a
unique promotion has been run in the GCC, and when two of the biggest brands in
the world come together consumers can be assured of several things –
innovation, excitement and big rewards!”
For MasterCard International, the promotion clearly
demonstrates the flexibility of the company’s payment card systems, to
accommodate a wide range of payment solutions.
delighted to partner with Pepsi-Cola International, in this highly innovative
consumer promotion. This promotion highlights how a pre-paid card program can
be a highly effective business and brand-building tool,” says T K Raman, Vice
President, and MasterCard International,
use of our pre-paid system broadens the appeal of their promotion to a wide
range of demographic segments and provides great support to its business
objectives. Furthermore, pre-loading the cards with a pre-determined sum of
money and protecting access through PIN numbers provides a highly secure way of
delivering cash to the winners of the promotion.”
adds that MasterCard is using this promotion to educate the predominantly young
GCC population on the advantages of using plastic cards over cash.
promotion is running across the GCC until 1st August. Winners of the
major prizes must be over 18 years of age, or alternatively the card can be
issued in the name of a parent or guardian. Full details can be obtained on
packs or in any store where Pepsi-Cola is sold.
payment card for the Pepsi Cola promotion is being issued by Citicorp Services
Incorporated, who are world leaders in pre-paid payment solutions on the MasterCard
Pepsi-Cola is the number one
soft drink in the Middle East, where it outsells its nearest competitor by 2:1.
The company has operated continuously for over 40 years offering a range of
quality products – Pepsi, Pepsi
Miranda (Orange, Apple, Lemon and Strawberry), Mountain Dew, Shani and Teem –
through a regional network of 27 exclusive Pepsi franchise bottlers.
MasterCard International has
the most comprehensive portfolio of payment brands in the world. More than 1.7
billion MasterCardâ, Cirrusâ and Maestroâ logos
are present on credit, charge and debit cards in circulation today. An
association comprised of more than 20,000 member financial institutions,
MasterCard serves consumers and businesses, both large and small, in 210
countries and territories.
MasterCard is the leader in quality and innovation, offering a wide
range of payment solutions in the virtual and traditional worlds. MasterCard’s award-winning Priceless
advertising campaign is now seen in 81 countries and in more than 36 languages,
giving the MasterCard brand reach and scope unrivaled by any competitor in the
industry. With more than 21 million acceptance locations, no card is accepted
in more places and by more merchants than the MasterCard Card. In 2000, gross dollar volume exceeded
US$857 billion. MasterCard can be
reached through its World Wide Web site at http://www.mastercard.com.
behalf of Pepsi Cola International by Gulf Hill and Knowlton, Dubai. For further information please contact
David Baker or Noura Gwanny on Tel: (9714) 3344930; Fax: (9714) 3344923;