LAUNCHES MEGA CONSUMER INTIATIVE TO COINCIDE WITH RELEASE OF SPIDERMAN-2, PLACES 1.5 MILLION SPECIALLY-DESIGNED MIRINDA PET BOTTLES IN THE MARKET
 

Hyderabad,July' 2004: As the final countdown begins for the much-awaited release of international blockbuster Spiderman-2 in India, Mirinda, one of the international partners associated with the film, today opened a veritable treasure-trove of Spiderman memorabilia for fans.

Mirinda, the country’s most popular orange flavoured drink from the PepsiCo portfolio, brings some highly attractive Spiderman merchandise for fans through the “Mirinda-Spiderman” consumer initiative. These include Super Sippers, CDs, T-shirts, Spidey Activity Book and Spiderman Tattoos.

As part of the initiative 1.5 million special edition Mirinda PET bottles are being placed in the market.

Participation is simple, all consumers have to do is collect Mirinda crowns and PET labels, and exchange them along with a nominal amount of cash to collect the Mirinda-Spiderman merchandise.

According to Mr. Rajeev Bakshi, Chairman, PepsiCo India Holdings Pvt. Ltd., “Global blockbusters have mass appeal and provide significant ‘leverage opportunities’ for brands that share common values with the mega movie. Mirinda and Spiderman make a great combination. Mirinda, like Spiderman, is all about sparking imagination. With Spiderman-2 generating unprecedented excitement amongst world-wide audiences movie-going, we want to reach out to our consumers here in India, and be a catalyst in making their ‘Spiderman’ experience a memorable one.”

Spiderman-2, already breaking a number of box-office records internationally, is set for release across the country on July 23.

The “Mirinda-Spiderman” consumer initiative is being supported by an innovative, high visibility multi-media communications package including TV campaigns, on-ground activities and Point of Sale merchandise. The topical “Mirinda-Spiderman” TV campaign slated for release later this week is designed to reach out to millions of consumers and give Mirinda drinkers an opportunity of a lifetime to get Spiderman collectibles.

Spiderman-2 looks set to emerge as the biggest all-time box office hit in cinematic history, having already broken a number of records. It had the biggest opening day collection in the US – a whopping US$ 40.5 million, and the biggest first week collection of US$180 million, beating Matrix.