It’s a blend of pop and pop music, all in a pop up space.
Pepsi officially opened the “Pepsi Pop Up” space on Toronto’s trendy Queen St. West on June 26. Since then, the space has hosted intimate performances by a variety of music stars, including Lights, The Elwins and Courage My Love.
Created in association with SDI Marketing, BBDO and OMD Canada, the program is perfectly aligned with Pepsi’s longstanding association with popular music, said director of marketing Ryan Collis.
The “Pepsi Pop Up” space is an extension of Pepsi’s global “Live for Now” marketing program, which positions the brand as being for consumers who live in the moment.
“Pepsi has always inspired people to embrace the ‘now’ by being at the epicentre of, and helping to define, pop culture,” said Collis. “Live for Now,” he said, reflects the fact that its consumers desire “capturing the excitement of now”—a mindset that is part of Pepsi’s DNA.
The “Pepsi Pop Up” space also features the long-running Pepsi Taste Challenge, which will be at 1,000 events across Canada throughout the summer.
