Food and beverage giant PepsiCo is to extend its partnership with the Kontinental Hockey League to cover the 2014-15 Championship, following the success of last season’s partnership between the pair.
The fruitful collaboration between PepsiCo and the KHL began in August of 2013, and as with the previous deal, three of the famous brands in the PepsiCo portfolio - Pepsi, Adrenaline Rush and Lay's – will be lending their support to one of the most popular sports in Russia.
As part of the joint enterprise agreed in 2013, the three participating brands conducted a number of marketing events aimed at its intended customers - Russian hockey fans. Adrenaline Rush used the tension and passion of hockey in its digital campaigns, with specially designed packaging featuring the KHL logo and promotional clips with a hockey theme.
A series of video clips of hockey action was recorded for Pepsi’s promotional campaign, the heroes of which were two stars from different generations, Alexander Yakushev (pictured) and Artyom Dorofeyev. The TV campaign was timed to coincide with the launch of the Pepsi hockey series, which featured a special promo-code on the packaging which gave consumers the chance to win a wide variety of sports-related prizes. Popular Russian singer, Sergei Galanin, front man from the group, Ser'Ga, penned a special anthem, Live Here and Now, for the Pepsi hockey campaign and made personal appearance in BTL events and autograph sessions, along with Soviet hockey legend Alexander Yakushev.
Another famous name under the PepsiCo umbrella, Lay's Strong, enlivened the brand’s first hockey season with its successful promotional competition, “Fight for Foam and See the Final!” The lucky winners of this contest received an exciting trip to Prague for the Gagarin Cup final, in a special bus provided by Lay's and generously stocked with enough premium potato crisps to last the journey. Other contestants in Kazan, St. Petersburg, Chelyabinsk, Ufa and Nizhny Novgorod won the chance to spend a great evening at a sports bar in their city, take part in an air hockey tournament, and cheer on their favorite team in the game for real men, hockey, with a glass of beer and the crisps for real men, Lay's Strong.
Soviet and Russian hockey has always been a source of immense pride to Russians, and Russia’s hockey schools are among the finest in the world. Interest in the sport is sure to grow, and hockey fans are anticipating the 2014-15 season with relish, in expectation that a new and even more exciting season will be graced with similarly attractive and ambitious campaigns, pleasant surprises and good news from Pepsi, Lay's and Adrenaline Rush.
Clive Jones, PepsiCo Director of Marketing, had this to say: “Today we are pleased to announce that our partnership with the Kontinental Hockey League is to be extended. For Pepsi, Adrenaline Rush and Lay's, hockey is like a perfect score in shots at the target, the interests of our desired audience. The promotional events we conducted last year via various channels of communication led to excellent business results, and more importantly, were greeted with the most positive responses from our customers. We hope that in this new season we can make just as vivid an impression on them, and so we are delighted to continue this fruitful cooperation with the KHL.”
Ilya Kochevrin, KHL Commerce and Communications Vice-President, added: “In PepsiCo, we have found a reliable partner in our key area of FMCG, as it is the food and drink sector which our spectators and viewers, the hockey fans, are most likely to encounter in everyday life. The interest shown in the League by global companies such as PepsiCo is vital for us, and this deal confirms that the synergy of the two brands gives the best possible results for both sides.”