Chennai, 17 March, 2011: 7UP, one of the fastest growing brands within the PepsiCo portfolio, added to the cricket fever in Tamil Nadu today with the launch of the third edition of 7UP Lemon Pattalam. The innovative and exciting cricket tournament, which has 7 players a side, 7 balls per over and 7 overs an inning, sees enthusiastic participation from teams across Tamil Nadu.
The third edition of 7UP Lemon Pattlam is ‘bigger and better’ and activation of the campaign begins on 23rd March, 2011. The two month long tournament is expected to see participation from 2100 teams from across Tamil Nadu and will be activated in 9 cities – Chennai, Coimbatore, Madurai, Trichy, Salem, Tirupur, Tirunelvelli, Pondichary, and Vellore. Depending on the number of registrations, there will be intra-city matches, from which one ‘City Champion’ will emerge. The ‘City Champions’ will compete for the top spot, with the winning team getting the chance to play a match with the Chennai Super Kings and rub shoulders with top national and international cricketers. To participate in 7UP Lemon Pattalam, the teams need to collect 7 PET labels of 7UP and register themselves at select venues in the cities where the tournament is being activated.
A special edition 7UP Slim Can was also launched on the occasion. The eye-catching slim can offers a sleek and on-the-go beverage option to the consumers. It is a striking rendition of 7UP and Chennai Super Kings colours in golden yellow and green, with pictures of Mahendra Singh Dhoni, Suresh Raina and Murali Vijay.
Ms Alpana Titus, Executive Vice President – Flavours, PepsiCo India said, “We are delighted to announce the third edition of 7UP Lemon Pattalam and carry forward our initiative of promoting cricket at the grassroots. The response to the first two editions of 7UP Lemon Pattalam was simply overwhelming and we were bowled over by the enthusiasm of the participants and fans alike. As a result, we have made 7UP Lemon Pattalam bigger and better this year to allow more teams to participate. I wish all the participants the best of luck and hope they enjoy the tournament.”
7UP Lemon Pattalam will be supported by 3600 activation comprising of electronic media, print, outdoor, radio, floats, point of sale merchandise, and youth hangout initiatives. The consumer engagement capsule across the 9 cities will include interesting consumer engagement games/interactive sessions.
7UP Lemon Pattalam will also be available on Facebook in the form of an interactive application based game. Fans can create or join a team and play the game wherein they have to score maximum runs in 7 overs. The winner will get the opportunity to meet the Chennai Super Kings.
Speaking on this occasion, Mr. Pratik Pota, Executive Director- South, PepsiCo India, said, “7Up will activate IPL once again in TN through an exciting tie-up with Chennai Super Kings. As part of this, a Special Limited Edition Pack of 7Up will be launched, and a consumer promotion will also be rolled out. We believe this will further strengthen the presence of 7UP in the Tamil Nadu market and build a closer association with the consumer.’’
This time, 7UP Lemon Pattalam has lots in store for the fans – with memorabilia ranging from caps, T-shirts, disco glares, head umbrellas and much more. Lucky consumers stand a chance to win tickets to matches featuring the Chennai Super Kings during IPL 2011.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become the country’s largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants, (13 company & 23 franchisee owned) and 3 food plants. Our state-of-the-art manufacturing plants produce a range of products from treats to healthy eats that deliver joy as well as nutrition to the consumers. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and young but immensely popular and fast growing brands such as Nimbooz and Aliva.
PepsiCo India's employees are driven by the company’s global commitment to sustainable growth, Performance with Purpose (PWP), which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business in the PepsiCo global system to achieve ‘Positive Water Balance’ (PWB), a fact validated by an independent audit. For more details on PWB and PWP Click Here
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.comFor further details, please contact:
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