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        Business Press Releases      

PEPSI SIGNS UP TOP LOCAL STAR FOR MIDDLE EAST SPONSORSHIP

                                                           

PEPSI-COLA’S MOST IMAGINATIVE CONSUMER PROMOTION IS ON THE CARDS FOLLOWING PARTNERSHIP WITH MASTERCARD INTERNATIONAL

 

 

Dubai, 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!

 

The 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, Diet Pepsi Light, Mirinda (Orange, Apple, Lemon and Strawberry), 7UP, Diet 7UP, 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to any Automatic Teller Machine (ATM) that accepts MasterCard and/or Cirrus and the amount that has been won can be withdrawn immediately.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.

 

“We are 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, ME/AMENA region.

 

“Pepsi’s 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.”

 

Raman adds that MasterCard is using this promotion to educate the predominantly young GCC population on the advantages of using plastic cards over cash.

 

The 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.

 

The 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 platform.

 

About Pepsi-Cola

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, Diet Pepsi Light, Miranda (Orange, Apple, Lemon and Strawberry), 7UP, Diet 7UP, Mountain Dew, Shani and Teem – through a regional network of 27 exclusive Pepsi franchise bottlers.

 

About MasterCard

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.

 

-Ends-

 

Issued on 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; e-mail: dbaker@hillandknowlton.co.ae

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