Yahoo, Santa Clara, CA, and Pepsico, Purchase, NY, yesterday announced a co-branded marketing campaign. The campaign, called PepsiStuff.com, will allow people to redeem points printed under the caps of Pepsi and Mountain Dew soft drinks for online purchases.
The five-month promotion is scheduled to begin in August and will appear under 1.5 billion 20-ounce bottles of Pepsi, Diet Pepsi, Pepsi One, Mountain Dew, Diet Mountain Dew and Wild Cherry Pepsi.
The points can be redeemed for prizes and discounts from retailers including, Sony, Electric Arts, Yahoo Shopping, Sam Goody, Foot Locker and Kinkos.
The bottles will be labeled with a “powered by Yahoo” logo, and Yahoo plans to have its logo placed in 50,000 U.S. retail stores.
In addition, PepsiStuff.com will feature auctions for items from Pepsi and the program’s promotional partners.
Pepsi said it was drawn to Yahoo for its young demographics and may do more promotion work with the company.
“Yahoo is hugely popular among teens and young adults — Pepsi’s primary target,” said Dawn Hudson, chief marketing officer at Pepsi-Cola North America. “Pepsistuff.com is just the beginning. With our offline and their online reach, we’re only scratching the surface of what may evolve in collaboration with Yahoo.”