By Ian Reynolds-Young
The Broderick Group and Mediavend have announced that Pepsi Max is to become the latest household-name brand to explore the potential of Broderick’s burgeoning media platform.
Johnny Broderick exclusively told PV, ‘we’ve been locked in negotiations with Pepsi Max for some time and to have come to an agreement that sees the addition of such a well-loved brand to our portfolio makes the whole family proud.’ He added, ‘I really believe that the results we’ll achieve by working as team will be seen by all concerned as a ‘win-win’. Hopefully this will be the first of many mutually beneficial campaigns.’
‘We’ve been locked in negotiations with Pepsi Max for some time and to have come to an agreement that sees the addition of such a well-loved brand to our portfolio makes the whole family proud.’ Johnny Broderick
With over 300 screens now in-situ – a number which is set to double in the next 12 months – it’s no wonder Johnny thinks these are ‘exciting times for vending’. ‘We anticipate that brands will use the tightly-defined demographic that workplace retailing delivers to carry out New Product Development work’, he said. ‘It could be that customers see on their vending machine screens an advert that’s subsequently rolled-out to television’, Johnny added. ‘Hopefully, they’ll remember that it was first seen on the vending machine at work.’
In the work place, consumers tend to use the vending machines during lunch and break time – times when they’re in ‘chillax’ mode; when they’re much more likely to pay attention to the on-screen adverts. ‘It’s a great place to get your message across, because consumers can satisfy their impulse to buy right there, right then and the numbers prove that’s exactly what’s happening’, Johnny said.
‘Pepsi MAX has been the shining star of soft drinks for several years, built on a winning formula of ‘maximum taste, no sugar’, which resonates with consumers.’ Trystan Farnworth
‘Pepsi MAX has been the shining star of soft drinks for several years, built on a winning formula of ‘maximum taste, no sugar’, which resonates with consumers’, said Trystan Farnworth- Director of Britvic Routes to Market. ‘Pepsi has lead the way in terms of digital as well, in particular with its ‘Unbelievable’ campaign- indeed Pepsi is the number 1 FMCG channel on YouTube! As such, Pepsi is delighted to be working with Broderick’s and their state-of-the-art multi-media vending machine estate.’ He added, ‘together we will drive shopper re-appraisal of vending as a route to refreshment.’
As the recent launch of its ‘blue-cup’ demonstrated, Broderick’s is on a mission to engage with end-users as never before and thanks largely to punchy, creative and up-to-the-minute posts across Twitter, LinkedIn, FaceBook and Instagram, which often piggy-back on brand-led promotions and on-pack activity, the company appears to be sailing ‘full steam ahead’ toward its goal. The addition of Pepsi Max to Broderick’s burgeoning stable of media partners can only accelerate the process.
