Mumbai, 09 May 2009: Diet Pepsi, the premium, chic and cool diet beverage from the house of PepsiCo today announced the launch of its ultra cool and sleek Diet Pepsi Slim Can at an attractive price of Rs. 15/- only, a pricing never seen before for Diet Pepsi.
Bringing alive Diet Pepsi's distinct proposition of 'Go Play', the Slim Can was unveiled in a first ever consumer launch set up through a mass work-out session with brand ambassador and Bollywood fitness icon John Abraham. At Phoenix Mills, as the music reverberated, aerobic troupes steered the audience, consumers sweat it out, John motivated them, the calorie meters kept ticking away making every calorie truly count, building the crescendo, to the final unveiling of the Diet Pepsi Slim Can amongst its consumers with fanfare.
The 'Go Play John + You' mass work-out session in Mumbai garnered huge consumer turn-out all geared up to sweat it out with John. A total of ___ calories were burnt resulting in an equivalent amount being given to 'CONSERVE' (a non-profit organisation) as Diet Pepsi's contribution towards creating awareness amongst the youth to protect & improve their environment.
Diet Pepsi, through its partnership with CONSERVE, aims to educate the youth about the importance of environment conservation. This awareness programme will see a unique drive wherein special garbage bins for recycling will be placed at youth congregation points in Delhi and Mumbai. Volunteers from Diet Pepsi and CONSERVE team will inform and create awareness about this cause amongst youngsters about environment, hazards caused by plastic to the habitat and ways to improve surroundings through recycling etc. Different bins will be placed for different disposable materials such as plastic, glass, metals, etc.
According to Mr Sandeep Singh Arora, Executive Vice-President Colas PepsiCo India, "The new Diet Pepsi Slim Can is a perfect on-the-go beverage option for consumers who value fitness and yet want to enjoy the thrill of Cola. The launch of the Slim Can further enhances the brand's youthful imagery and offers its consumers a sleek and compact beverage option. For the Slim Can launch we wanted to give our consumers an unforgettable experience through this mass work-out session. We are extremely happy with the response we have received today."
"I would also like to thank 'CONSERVE' for partnering with Diet Pepsi and assisting us in taking a step towards importance of environment conservation. It is encouraging to see the response we have received from the citizens of Mumbai, which is an indication, that youth are sensitized to support environmental issues," he further added.
According to John Abraham, brand ambassador for Diet Pepsi, "I am extremely excited to be associated with the launch of Diet Pepsi Slim Can, that too, through such an innovative mass work-out session. This event combines my passion for fitness coupled with environment which is increasingly becoming a concern for all."
According to Mr Shalabh Ahuja, CEO, CONSERVE, "We at 'CONSERVE' are proud to be associated with Diet Pepsi to promote the cause of recycling through this unique mass work-out session. It is great to see brands like Diet Pepsi that are taking cognizance of issues like recycling and leveraging their relationship with the consumers and lending commitment. We would like to thank the Diet Pepsi team and John Abraham for playing a crucial role in this."
To support this exceptional initiative, high decibel below-the-line activation was undertaken by the brand. For the first time in India, consumers and passers-by witnessed volunteers who trooped through high visibility spots in Delhi and Mumbai carrying huge branded box-like-rucksacks to create buzz about the initiative. In addition to this, tagging at various clubs such as Hard Rock Café, Polyesther, Ivy, Bling in Mumbai and Café Morrison, Blues, Capitol, Sports Bar, Buzz, Mojo in Delhi amongst many others will be leveraged to mobilize youth in both the cities.
Diet Pepsi is a premium brand that is chic and cool. With its brand proposition - "Diet Pepsi, Less Than One Calorie, GO PLAY", Diet Pepsi was launched in India in 1999. Part of PepsiCo's beverage portfolio, Diet Pepsi is a drink that promises the thrill of a regular Pepsi in less than one calorie. In today's context, Diet Pepsi suits the needs of consumers increasingly seeking healthier options, yet wanting to enjoy the fun of colas in their lives.
PepsiCo is one of the world's largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods.
PepsiCo entered India in 1989 and has grown to become the country's largest selling food and Beverage Company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 43 bottling plants in India, of which 13 are company owned and 28 are franchisee owned. In addition to this, PepsiCo's Frito Lay snack division has 3 state of the art plants. PepsiCo's business is based on its sustainability vision of making tomorrow better than today. PepsiCo India's commitment to living by this vision every day is visible in its contribution to the country, consumers, farmers and people.
Since 2002, CONSERVE, a non profit organization, has embarked upon the path of assisting the marginalized urban poor through the development of a model that utilizes urban plastic waste to produce high-fashion products. The genesis of these products lies in their endeavour to help clean up the urban environment while providing income for the urban poor. CONSERVE has trained people from urban slums of Delhi to process waste into recycled sheets, using a proprietary process, which is more energy efficient and environmentally friendly than conventional recycling processes.
Currently CONSERVE is partnering with Diet Pepsi for a unique initiative wherein money collected from the mass work-out session with John Abraham is being contributed towards creating awareness amongst the youth to protect & improve their environment.