PepsiCo, having tasted success with its baked snack Aliva, has a slew of products under the same brand in the pipeline, Mr Vidur Vyas, Marketing Director, India Foods, PepsiCo India Holdings Pvt Ltd, told Business Line at the sidelines of a conference.

In order to make the product mix healthier, the company is set to launch variants under its Aliva and Quaker Oats brands.

The company was announcing the launch of its biggest marketing campaign — the launch of six international flavours under the Lays brand simultaneously — with an eye on the ICC World Cup.

“This is the largest ever campaign undertaken by us since the launch of Lays and it is targeted towards our core audience, the youth in the age group of 18 to 24,” said Mr Vyas. PepsiCo is the official partner of the ICC World Cup 2011, and has released new television commercials with ambassadors — Mahendra Singh Dhoni and Saif Ali Khan. The teaser campaign consists of repartee between the two personalities intended to whip up brand support during the event.

Available in packs of Rs 5, Rs 10 and Rs 20, the six flavours are New Indian Magic Masala, Australia's Herb ‘n' Lime, South Africa's Peri Peri Sauce, Sri Lanka's Sweet Onion Sauce, England's Grilled Cheese and West Indies' Hot & Sweet Chilli. Forty-nine people will be chosen to walk with the Captain for the toss in the World Cup. It is a short-lived campaign and depending on the response, the company will take a call on the commercial launch.

Meanwhile, the flavours would be available in India, Sri Lanka and Bangladesh.

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