Pepsi plans big surprise for Youth View Awards

Garfene Grandison, Gleaner Writer

Pepsi Jamaica, sponsors of the Youth View Awards for the last four years, is embarking on a number of initiatives to treat fans of the brand and the event.

New to the line-up of activities this year is Pepsi's live Facebook video chat featuring the YVA nominees. Hosted by Pepsi's Jodykaye Beckford, the live chat schedule began on January 20 with Intense host Sanjay. So far, there have been interviews from Yendi Phillipps, Dexter Pottinger, Tifa, Kruddy, Mystic, Infamous Dancers, Ding Dong, I-Octane and Wayne Marshall. Each nominee is interviewed at 7:30 p.m.

Pepsi decided to develop a new interactive way of communicating with fans, getting them more involved.

According to Ayanna Kirton, Pepsi's brand manager, "The Pepsi brand on a global level is always associated with what's current, trendy and on the pulse of the youth consumer".

"Marketing the brand in Jamaica is no different. Our sponsorship of an event like the YVAs is certainly in keeping with the brand's objective to remain on the top of the minds of consumers aged 14-24. Our strategy for 2012 will see us engaging in activities to achieve that goal, and we think that aligning ourselves with events, individuals, and even ideas that appeal to our target certainly makes the Pepsi brand young, hot and hype," said Kirton.

Surprise

What's in store from the Pepsi family for fans at the fifth staging of the YVAs?

"If we told you, it wouldn't be a surprise! Just know that we will be hard to miss, especially on the red carpet which promises to be great fun.

We're encouraging everyone from celebrities and the general public to come out looking their best, because you never know what Pepsi will have in store for you on February 4."

Tonight, Pepsi will also be hosting the YVA nominee pre-party at the Fiction Lounge in St Andrew.