Pepsi has announced that it will bring international music icons Konshens and Alaine for the August 2013 concert, to deepen its Live For NOW global campaign in Uganda.
Pepsi, the flagship brand of soft drink giants Crown Beverages Limited (CBL), has injected more than Shs200 million into the fete which is due on August 23. The sponsorship makes the refreshing brand the official sponsor of the Pepsi Konshens & Alaine Live In Kampala concert 2013.
Innocent Tibayeita, CBL head, sales & marketing, told journalists on Friday that sponsoring the Konshens & Alaine concert fits well with Pepsi’s Live For Now brand promise, which reflects the insight that its fans all around the world desire to capture the excitement of now – a mind-set that is aligned at the very core with the brand’s DNA.
“Pepsi has decided to sponsor the Konshens and Alaine concert because it is a perfect fit between Live For Now, a belief shared among all its fans and what the international music stars live for. By bringing them to Uganda to connect with Pepsi fans, we want to deepen the brand’s global equity in a relevant and authentic way. At Pepsi, we believe it’s not enough for our brands to just say something, they also have to live it,” Mr Tibayeita said at Club Venom.
He added that Pepsi is about fun and entertainment which many people always desire at a particular time. Many times that very moment, which is Now.
Crown Beverages’ sponsorship for the concert comes at a time when the company is rolling out the new Pepsi global marketing campaign in Uganda. The campaign, announced earlier this year by PepsiCo Inc., is intended to rekindle the company’s deep heritage in pop culture and music. It wants to connect with the “Now culture”.
Konshens & Alaine will perform at the Lugogo Cricket Oval in a concert, which will also feature most of the top local musicians.
Konshens last came to Kampala in October 2012 and his songs like; Gyal a Bubble, Bad Gal, Jah Love Me, Gunshot a Fire, Don’t you Try Con Me, Stop Signs, Do Sumn and Couple Up are club anthems as are Alain’s Spin Me, All or Nothing and No Ordinary Love.
Mr Tibayeita said even before the concert is held, lucky Pepsi customers will win tickets and other Pepsi goodies during the concert’s activations in bars and nightclubs throughout the country in the next two months.
“The Konshens & Alaine concert starts now because we believe people must make the most of every moment. So, be on the lookout when we visit you,” he said.
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