Pepsi Launches Major UK QR Code Initiative

Thirsty tech-savvy UK consumers will be able to access music, games and other entertainment from their mobile phones now that Pepsi has introduced QR codes to its drink packs.

PepsiCo and Britvic are rolling out 400 million packs with quick response (QR) codes across Pepsi, Diet Pepsi and Pepsi Max variants in the UK.

QR codes are two-dimensional barcodes that act as a conduit between print and web through the use of mobile phone camera technology.

With the help of a QR code reader, consumers can take a picture of the on-pack code, which will then direct them to great mobile entertainment courtesy of Pepsi via WAP. The QR codes will enable consumers to gain access to content, such as games, ringtones, wallpapers and more.

Chris Owen, Brand Manager for Pepsi at Britvic, said: “Yet again, Pepsi is at the forefront of consumer trends, providing great entertainment to people when and where they want it through their mobile phone. With the content being constantly updated, consumers will have more reason than ever to purchase Pepsi, to see what we’ve got to give them next. Pepsi has always led the way in providing consumers with entertainment. Now we’re using the newest technology to give people a kick in the right direction and really drive sales of the UK’s fastest growing cola in take-home grocery.”

Ahmed Abdel-Karim, Marketing Manager for Pepsi UK, said: “Pepsi is using QR codes to connect with, and engage consumers in a new and exciting way wherever they are. We're finding innovative ways to communicate with Pepsi drinkers and to reward their loyalty with entertaining and interesting content, ensuring Pepsi remains front of mind.”

Consumers can download the NeoReader to their iPhone, BlackBerry, or to their camera enabled cell phone in order to scan the 2D codes, which will direct them to a phone-friendly version of Pepsi's website.

The NeoReader is a free universal code reading application developed by NeoMedia Technologies and Gavitec AG - mobile digit.