Microsoft produces PepsiCo's biggest online campaign

LONDON - PepsiCo has appointed Microsoft for the first time to produce its biggest online campaign.

The deal, brokered by Claudia Lagunas, head of international marketing for PepsiCo, is Pepsi's largest online commercial partnership to date.
The campaign will run for nine months and will initially include a Pepsi Max microsite in the UK, Norway and Australia targeting 18 to 25-year-old men.
The Pepsi Max's "Club" microsite has been built and is being hosted using Microsoft technology.
Fronted by Australian soap Neighbours pin-up Holly Valance, it aims to engage users with the brand by allowing them to share comments, games and photo galleries with friends on social networking sites such as Facebook and Twitter, encouraging them to join Pepsi Max's Club.
Microsoft's portal MSN will host specially created editorial content, which Microsoft has guaranteed will drive at least one million people to the microsite.
Microsoft Advertising will also drive consumers to the microsite through ads around its MSN Messenger service.
Bruno Gruwez, marketing director UK Beverages at PepsiCo, said: "We wanted to make sure we were in the digital space as that's where our consumers are and we will continue to increase investment in the digital space.
"The deal with Microsoft is a way of adding value and we will continue to expand our partnership with them."

5 successful product positioning brands

7-Up. The famous positioning of 7-UP as the “Uncola” perfectly positioned that product for those who did not want to consume cola drinks. For those who do (a confirmed Coca-Cola fanatic), the positioning of 7-UP had no appeal. But that’s fine, since I am not their prospective customer anyway (even though THEY might consider me a prospect).- Courtesy of Steven “sbhoward” Howard
Starbucks. I’ve been critical of Howard Schultz the turnaround CEO, but Howard Schultz the entrepreneur franchised “premium coffee,” forever upgraded the “coffee shop” experience, and created one of the world’s most powerful brands in the process.
Swatch. The most famous example I can think of is Swatch. Created as a defense against low priced Japanese quartz watches that swamped the market, instead of competing on price, [parent company] SMH positioned the product as the famous “fashion watch,” thereby creating a whole new market, much larger in size than the original watch market.- Courtesy of Ricky ” rdewerk” de Werk
Hyundai. Another fantastic example is Hyundai, a company that understands how to consistently move upstream through intelligent product positioning. Hyundai is increasingly creating havoc in the market for their competitors and finding ways to innovate, and develop value propositions that resonate with their customers and prospects.- Courtesy of Mikah “MikahDC” Sellers

Kellogg Coupons Reward Hunger Relief Donations

Kellogg Company is combining coupons and a cause.
The company launched a program in which consumers who donate $5 or more to Feeding America, the nation's leading hunger relief organization, will receive Kellogg's cereal coupons worth a total of $5.
To donate, consumers visit kelloggs.com/feedingamerica, and click into a secure donation page on the Feeding America site that is branded with the Kellogg's logo.
Samantha Harris, correspondent for "The Insider," is helping Kellogg publicize the program.
Harris kicked it off by presenting the first box of cereal to the Food Bank for New York City's Community Kitchen of West Harlem on Wednesday.
The coupon program is part of an ongoing commitment by Kellogg, which has been a donor since the organization was founded. In April, the company said it will donate an entire day's worth of cereal production (more than 55 million cereal servings) to Feeding America.