In a pairing of online and offline giants, Yahoo! and Pepsi-Cola Co. on Wednesday entered
into a marketing alliance that puts Yahoo! on Pepsi bottles and creates
promotional site PepsiStuff.com.
Financial details of the alliance weren’t disclosed.
The five-month joint promotion, which launches in August, involves
consumers receiving points when they check under the caps of certain Pepsi
and Mountain Dew products, and then going online to redeem those points.
Yahoo! (YHOO)
lends Pepsi (PEP)
its online expertise and a certain digital sheen, which will give the soda
maker more credibility with today’s wired teens. Pepsi, in turn, gives
Yahoo! exposure on 1.5 billion of its bottles and on in-store displays at
50,000 retail outlets, as well as on the PepsiStuff.com site.
“We’re out to connect with consumers in ways that really touch their lives.
That requires being relevant and, in today’s increasingly Web-connected
world, few brands are more relevant than Yahoo!,” said Dawn Hudson, chief
marketing officer of Pepsi-Cola North America.
“Yahoo! is hugely popular among teens and young adults — Pepsi’s primary
target. Combining two of the world’s biggest brands, Pepsi Stuff.com is
just the beginning. With our offline capabilities and their online reach,
we’re only scratching the surface of what may evolve in collaboration with
Yahoo!.”