FMCG giant PepsiCo has been confirmed as the official launch partner of Apple’s new iTunes Radio service.
While the new radio-streaming service has a long list of sponsors - McDonald’s, Nissan, and Procter & Gamble to list but a few - only Pepsi currently has its own branded channel, dubbed “Pulse of Now,” at iTunesRadio.com/Pepsi.
Pepsi will dedicate its four channels to pop, country, Latin and dance music and has said it will use iTunes Radio to help launch “globally relevant” and emerging music acts in the US.
A version of Pepsi’s global ad starring Beyonce will also appear throughout the iTunes Radio ad load, which includes one video ad an hour and three additional ads every 15 minutes.
Frank Cooper, PepsiCo’s global CMO, said, “We believe that today’s music eco-system allows our brands to play a more active role in supporting artists and engaging music fans.”
Cooper added, "It’s not our intention to beat people over the head with Pepsi, it’s about their listening experience."
Other brands in the PepsiCo portfolio, including Mountain Dew and Frito-Lay snacks, are expected to roll out their own channels throughout the course of the company’s sponsorship, which is committed through the end of 2014.
The launch of iTunes Radio comes as the manufacturer launches its iOS7 update ahead of the launch of the iPhone 5s and 5c.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
