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Pepsi Courts Teens With Free Beepers

Sat., May 11, 1996

PepsiCo is taking an expensive approach to keeping tabs on the teen market: It’s offering 500,000 of them beepers.

The campaign to promote Mountain Dew soft drinks comes at a time when the use of beepers by children is a hot-button issue in school systems nationwide.

PepsiCo company plans to link teens in a network, beeping teens weekly with discount offers and prize drawings.

Those who call back on a toll-free number will hear a recording from sports and entertainment celebrities - including Ken Griffey Jr., Richard Petty and Evel Kneivel. Prizes include personal snowboarding lessons, a trip to MTV’s Beach House and recording sessions at Sony studios.

“It connects us with consumers in a very tight personal way,” said Janine Bousquette, vice president of marketing at Purchase, N.Y.-based PepsiCo.

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