The Pop Shoppe tunes in to music fans

The reborn soda brand signs on as a sponsor of the MuchMusic SodaPop tour, giving 'pop' fans the chance to interact with the brand via a custom-made musical cooler.

The Pop Shoppe is hoping fans of bubbly pop music will enjoy the real stuff as much as they do the kind that’s on stage at the national MuchMusic SodaPOP Tour this summer.

The reborn brand, fondly remembered by many Canadians and resurrected in 2004, is one of the presenting sponsors of the tween-targeted MuchMusic tour, which features the likes of Canadian R&B singer Danny Fernandes and Hannah Montana‘s Emily Osment. Other presenting sponsors include Moxie Girls and Joe Fresh.

The Pop Shoppe’s sponsorship will be activated at each venue with a sponsor display area, featuring a one-of-a-kind ‘musical cooler.’ The cooler is filled with Pop Shoppe bottles tuned to represent a musical scale, and SodaPOP Tour fans will be encouraged to toot out their favourite tunes on the bottles. And although the Pop Shoppe won’t be facilitating with cameras of its own, fans will be encouraged to record their antics with their phones or cameras and upload the resulting clip to The Pop Shoppe’s YouTube channel. The three best clips will win Pop Shoppe pop for a year.

The brand will be promoting its participation in the tour mainly online through its Twitter account and its whimsical website. Additionally, all SodaPop Tour marketing collateral will feature the logo as well.

‘This sponsorship and brand integration is ideal not just because of the obvious title tie-in, but because The Pop Shoppe has unique and different pop cultural references with the fans of the artists on this tour – including the moms and dads that are likely to remember The Pop Shoppe from their youth,’ Kevin September, social media consultant for The Pop Shoppe, tells MiC.

The Pop Shoppe is expecting to reach 30,000 people through the tour sponsorship, between its start June 4 and its end July 3.