Pepsi hooks up with the Junos

Targeting the 13-24 demo, Pepsi sponsors the Fan Choice Award and gives a Superfan a dream experience.

Pepsi has partnered with the Juno Awards this year, continuing to fortify it’s youthy image as a brand that identifies with pop music and culture.

Targeting teens and adults, ages 13-24, this is the first of a three year deal with the Junos, taking over the Fan Choice Award sponsorship from Doritos. Fans can access the contest on the Juno Awards webpage, or the Pepsi Access website, to vote for their fave artist.

Pepsi will conduct a random draw from the online fan voters, selecting five to attend the awards show, which takes place at General Motors Place in Vancouver this year. One person will be chosen as the Pepsi SuperFan and will walk the red carpet and present the award during CTV’s broadcast of the awards show.

Music is a passion point for Pepsi soft drink consumers, says Cheryl Radisa, VP marketing, Pepsi-Cola brands, and the Juno contest gives them a chance to connect with big names in the music industry.

Other Juno sponsors include Factor, Canada’s Private Radio Broadcasters and the Government of Canada through the Department of Canadian Heritage’s ‘Canada Music Fund,’ The Province of British Columbia, The City of Vancouver, Music BC and Radio Starmaker Fund.