Late Night Moments of Fun made Magical with the Perfect Match of Lay's & Pepsi

Company Brief

New Delhi, July 3, 2014

What do you do when your friends come over and are chilling at home, watching a classic movie late at night and you run out of your favourite Lay’s and Pepsi? Don’t worry, don’t panic. Your Perfect Match of Lay’s & Pepsi fun is just a phone call away.

Lay's & Pepsi - Perfect Match open boxPepsiCo is introducing a new marketing campaign in India featuring two of its global flagship brands, Lay’s and Pepsi targeting a late night consumption opportunity. This campaign brings Pepsi & Lay’s together to provide consumers with the Perfect Match kit, which can add fun and enjoyment to late night TV watching moments. The Perfect Match kit is a Lionel Messi themed feature, bringing the flavour of PepsiCo’s global campaign headlined by the superstar athlete to your doorstep after-hours through just a phone call. The Kits, priced at Rs.80/-(inclusive of all taxes) will comprise of two Lay’s packs (Rs.20/- each) and two Pepsi cans (Rs. 20/- each) and a Lay’s chip bowl.

The Perfect Match kits will also be available at select Modern Trade stores across India and through mid-night delivery partners in Gurgaon and Mumbai, before being extended to other parts of the country.

Deepika Warrier, Vice President - Marketing, PepsiCo India said, “The ‘Perfect Match’ of Lay’s & Pepsi, together with globally recognized football megastar, Lionel Messi is an exciting way to promote our brands, engage our consumers and drive incidence of purchase. The Perfect Match kits deliver on emerging consumption opportunities like late night snacking and TV watching, adding zing to the occasion and offering a unique opportunity for consumers to enjoy two of PepsiCo’s flagship brands.

Lay's & Pepsi - Perfect Match closed boxThe Perfect Match kit is being launched & promoted across various digital platforms and channels to create multiple engagement points with the fans. It will be supported by a 360-degree digital approach including Facebook, Twitter and YouTube. Lay’s and Pepsi will collaborate to share exciting content on these social platforms to delight fans. The brands will also be hosting “Perfect Match” digital content on the websites of the after-hours delivery partners extending awareness of this unique opportunity to their patrons.

The ‘Perfect Match’ campaign reflects PepsiCo’s broader strategy to leverage its ‘Better Together’ portfolio of complementary food and beverage brands in targeted consumption occasions and drive sales and is a part of a worldwide, integrated marketing campaign featuring Messi.

Consumers can call the following numbers for after-hours (7pm – 5am) delivery of Perfect Match Kit.

For further information, please contact:

Genesis Burson-Marsteller

Radhika Sharda

Mobile: +919871146087

Email: radhika.sharda@bm.com