FILO and Pepsi a Great Pair for Summer of 2016

Throughout the summer of 2016, FILO has partnered with PepsiCo to introduce the Twin Cities area to some new products. It all started in May of this year, as FILO was hired to execute an 8-city Tour, with five of the stops featuring Aquafina Sparkling Water. Two other locations demonstrated the PepsiCola 1893 brand, and one final stop endorsed a Dewcision 2016 event (selecting a new Mountain Dew brand).

After a very successful (initial) campaign, a second tour was created to start in July, and was scheduled for six Tour stops that featured Aquafina and PepsiCola products. FILO represented the brands and helped to get thousands of cans into the hands of consumers, promoting the products at places like Rock the Garden, Mall of America and other high traffic locations around Minnesota.

As with every FILO event, the Sparkling Spotters, the name given to the FILO brand ambassadors, made sure to arrive early to set up and prep for each event, before executing hours of engaging product sampling with the patrons of Minnesota.

The main purpose of the Tours are to increase awareness to Pepsi’s new brand, and flavored beverages. Aquafina has three new flavors of Sparkling Water, Black Cherry Dragonfruit, Lemon Lime, and Orange Grapefruit, and PepsiCola has two new flavors of their 1893 brand, Original Cola and Ginger Cola.

For the Dewcision 2016 event, Mountain Dew was looking to release a new flavor of their own: Pitch Black.

FILO’s role in the project included budget management, providing experienced brand ambassadors and a lead Event Manager, as well as delivery of the product, and working through necessary permits and applications with PepsiCo and venues. The feedback on the Tours (and new beverages) was tremendous — so tremendous, in fact, that FILO is working to find more ways to help PepsiCo, and their brand, branch out with more experiential marketing ideas and activations.

FILO is thrilled to work with such an insightful, innovative and successful partner like PepsiCo.