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Pepsi has been a long-time rival of Coke. Now that, Coke endorse the reality TV show American Idol Pepsi has X Factor.
The X Factor is the British reality TV show that competes with the reality show American Idol. Both shows aim at searching for some of the biggest talents in their own respective countries. The show broadcasted by ITV on the UK and TV3 for Ireland.
Since the Coke’s brand is all over the hit show, American idol. X Factor will also feature the Pepsi brand on their cups, banners, T-shirt, and wherever possible it can be shown. Despite Pepsi already being the brand for the show, Pepsi will also have participation in searching worthy talents as the company is going to have a saying in the competition. Pepsi is going to have their own active participation in the show as they are going to tell the competitor, which song they are going to be singing (the songs will be coming from people, who are going to vote online for their favorite song to be sang by the contestants).
Aside from participating in search of talents, Pepsi will also be adding a prize to the winner of the reality show. The winner is going to become a star in the next Pepsi commercial that is going to be shown on time for the Super Bowl on February 5.
The creator of X Factor, Simon Cowell says this is the most collaborative relationship that he has with the sponsors of the talent show. Pepsi has become one of the producers of the show. As they developed the show, they consulted the idea of the show so that Pepsi could come up with their own marketing ideas.
For Pepsi, X Factor introduces a dual marketing opportunity. Although, Pepsi will be one of the sponsors for X Factor, Pepsi is also going back to its roots when it comes to advertising. The company stated their intention to use pop singers to endorse the product for them. It has been the bread and butter for the company for the past decades.
Frank Cooper, the global consumer engagement officer, PepsiCo Beverages, said that using pop stars in commercials worked well for a time but that the company gearing for the new generation of music icons. Their involvement in such reality show that introduces new stars is what they look for that could help them in better advertising their product.
Pepsi promotion for the X Factor has already begun in Twitter. The company uses Klout, a company that ranks Twitter profile to rank their new advertisement idea.
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