As if being gobbled up by BGM weren’t enough of a shocker, Much Music sites in Toronto and Vancouver will be hijacked from midnight to 6 a.m. July 14. The perpetrators will stage a unique media event to launch Pepsi Cola Canada’s new youth-oriented Dew Fuel.
The concept, says Tony Chapman, CEO of Toronto’s Capital C, ‘was to tie in the DNA of the brand – Explicit Energy – with an all-night party,’ with the first three hours staged in T.O. and the final three in Vancouver.
‘We developed Dew Fuel from scratch,’ he adds, ‘after Pepsi assigned us the Mountain Dew Energy brand last fall. We went back to them with a complete makeover including a new name, positioning and brand key, packaging and creative template, including digital, promotion, point of sale, advertising, sampling, a full 360.’
The Dew Fuel brand made its worldwide debut in February. Its website, which contains kickass animation, is www.dewfuel.ca.
Capital C’s Live Event Division is producing the hijack party, which will involve live bands and video gaming Chapman bills as ‘the hottest gaming girls in the world, who will destroy the boys in head-to-head competition.’
He lauds OMD for ‘believing in the concept’ and credits Jet Star Entertainment’s collaboration and the support of brands including Xbox 360.
