Canadian Vending

Products Snacks
Pepsi Invests $40M in Quebec


July 24, 2009
By The Canadian Press

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On June 12, 1934, the first bottle of Pepsi-Cola produced outside of
the United States rolled off the production line on rue De Fleurimont
in Montréal.

On June 12, 1934, the first bottle of Pepsi-Cola produced outside of the United States rolled off the production line on rue De Fleurimont in Montréal. On June 12, 2009, Pepsi marked the launch of its 75th anniversary celebrations in Québec with the announcement of a major $40 million investment in its Montréal facilities, the introduction of a new advertising campaign that is exclusive to Québec, and a brand new logo.

pepsi_en 
Pepsi marked the launch of its 75th anniversary celebrations in Québec with a $40 million investment in its Montréal facilities, and a new advertising campaign exclusive to Québec. From left to right: Daniel Fradette, sales manager for Quebec, Linda Kuga Pikulin, president of PBG Canada, Sylvain Charbonneau, VP and general manager and Richard Caon, unit sales manager, Granby. (CNW Group/PepsiCo Beverages Canada)


 

Pepsi will also take advantage of this opportunity to highlight the exceptional quality of its 25-year partnership with Claude Meunier.

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Sylvain Charbonneau, vice-president and general manager for Pepsi Bottling Group Quebec, says: “These investments in our Montréal production facilities and in a major marketing campaign that is exclusive to Québec demonstrate Pepsi’s commitment to Québec and the significant role that it plays in our strategic planning efforts. One of the reasons we are so successful in Quebec is because we recognize and embrace Quebec’s unique culture – we have been part of the cultural fabric from the very beginning. We have built our brand strategy based on Quebec consumer insights that have ensured we stay relevant to this important market.”

“As for the new Pepsi logo, it is in keeping with our global strategy to refresh a brand that Quebecers have loved for 75 years. The brand new Pepsi advertising campaign that starting airing June 12, stays true to our commitment to recognize Quebecers’ unique heritage, and our ad will reflect this,” explains Charbonneau.

In addition to the new ad campaign, Pepsi will also execute a fresh new marketing campaign in Quebec, which will include billboard advertising, a digital campaign, sampling and consumer interaction at key consumer events, and a grassroots program featuring “a team” who will spread joy across Quebec.

Pepsi’s exceptional 25-year partnership with Claude Meunier is another reason the brand has enjoyed so much success in Québec. A very well respected spokesperson, Meunier was associated with the Pepsi brand from 1984 to 2002, and with the Diet Pepsi brand since 2003.

The Canadian Press

Saputo Prepares For New Snacks

MONTREAL – Canada’s largest snack cake manufacturer, Saputo Inc., is
preparing to introduce a new line of products, including healthier
offerings and full desserts, in a bid to boost the division’s lagging
sales.

“What we need to do in order to increase the sales in this division is
to come up with new products in different channels or different
categories,” company CEO Lino Saputo Jr. said after Saputo released
strong quarterly results.

The producer of popular Vachon brands Jos Louis, Ah Caramel, Passion
Flakie and May West has recently added Hop&Go and Igor offerings to
attract the more health conscious and younger consumers.

The new line to be introduced by the end of the fiscal year is currently undergoing development and consumer testing.

“It would be a line extension, not a complete revamping of the business
itself because our staple products will continue to be our staple
products.”

The Montreal-based dairy processor and baker reported in June its net
profits dropped 3.2 per cent to $278.9 million for the fiscal 2009 year
ended March 31.

Annual revenues rose 14.5 per cent to just under $5.8 billion from
about $5.1 billion, the Montreal company said in its earnings release.

Saputo said its revenues were boosted for the year and fourth quarter
by the acquisition of Neilson, a Toronto-area milk producer formerly
owned by the George Weston food conglomerate. Saputo struck a deal with
Weston late last year to pay C$465 million to acquire Neilson, boosting
the Montreal company’s milk and dairy operations in the competitive southern Ontario market.

The Canadian Press