TLP Helps Manage Pepsi Promotion

DALLAS More than five million free samples of Sierra Mist were given away today in a national promotional effort partially coordinated by Tracy Locke Partnership.

The new soft drink from Purchase, N.Y.-based Pepsi-Cola North America became available nationwide today. To kick off the debut of the lemon-lime soft drink, TLP of Dallas and other client roster agencies gave away samples at restaurants, retailers and public transportation areas.

Pepsi representative Bart Casabona said the promotion was the biggest one-day sampling event in the company’s history. He said Pepsi hopes the experience resonates with consumers when the national advertising campaign from Omnicom’s BBDO of New York breaks during the telecast of Super Bowl XXXVII.

Sierra Mist is marketed to teens and young adults as a “shockingly refreshing” alternative to other lemon-lime beverages. Dieste Harmel & Partners of Dallas handles Hispanic marketing for the brand.

The soft drink was formerly available in two-thirds of the country.