Pepsi (stylized in lowercase as pepsi, formerly stylized in uppercase as PEPSI) is a carbonated soft drink that is produced and manufactured by PepsiCo.
Spice Girls became the face of Pepsi in the 90s. They filmed a £1 million "Generation Next" commercial for it:
|“||We got them just before the crest of the wave||”|
–Adrian Troy, Pepsi’s UK franchise holder.
Promotion Specialist Claydon Heely of Pepsi came up with the idea of having to collecting 20 pink ring-pull tabs to recieve a free Spice Girls CD single, Step To Me. By sending them off, they would enter a prize draw to go see the band perform at Turkey.
|“||We tried to think what was the most powerful thing you can offer consumers.||”|
The promotion ran through Capital Radio on the Pepsi Chart Show as well as campaigns in national and regional press and teen magazines.
Other activities ran alongside it which included opportunities to win Spice Girls rucksacks, signed song sheets, Pepsi Music branded Sony Discsmans, sweatshirts and T-shirts. Sainsbury's also offered Spice Girls posters.
By November 1997, it was estimated between 450,000 and 500,000 CDs were redeemed.