Pepsi will scratch out a new experiential marketing campaign, as it is dubbing August the "Month in the Mix." The No. 2 cola brand is targeting the urban millennial generation by hitting clubs at select cities.
"Month in the Mix" will kick off with a 'blue carpet' event in Times Square, New York, at a popular club called Arena on July 31. Renowned hip-hop artists like Clinton Sparks, DJ Drama, DJ Enuff and DJ Pharris will appear at the events, which will pop up at clubs in Atlanta, Chicago, Detroit, Los Angeles, Miami, St. Louis and Washington.
In a tribute to the DJ and DJ culture for contributions to the American musical landscape and urban lifestyle, Pepsi is "looking to connect with urban millennials between the ages of 18-24," said Marcus Minifee, senior marketing manager for multicultural marketing at Pepsi-Cola North America, Purchase, N.Y. "Hip-hop extends to this market."
Although "Pepsi is the secondary element," behind the DJ celebration and the tribute itself, Minifee said he is confident that "Month in the Mix" will provide consumers with "cool, new, unique experiences . . . using experiential marketing to infuse Pepsi into the events to connect with consumers. DJs are an elite group of guys, with regional and national appeal."
The Pepsi DJ Division members will serve as ambassadors, leading tastemakers and influencers for the Pepsi brand. This is Pepsi's fourth year working with DJs on such events.
To market "Month in the Mix," promotions will include an online media campaign, national print in urban magazines such as Complex and XXL, plus local TV and radio.
Pepsi spent $59 million on media last year (not including online), per Nielsen Monitor-Plus.