PepsiCo is working with entertainment PR firm PMK.BNC on the launch of Pepsi X, a new beverage to be chosen among four options by fans in a tie-in with FOX’s “The X Factor.”
Pepsi let contestants and fans of the singing competition sample four flavors earlier this year during a 15-city tour by the program. The winning flavor, dubbed Pepsi X, will be revealed during the show and goes on sale as a limited edition on Oct. 8.
Scott Floyd, COO for PMK, is heading the account for the Los Angeles-based firm, which is owned by Interpublic and formed by the merger of BNC and PMK/HBH in late 2009.
Eric Whitehouse, director of marketing for Pepsi, said the deal with the singing competition “has given us the opportunity to further engage with our passionate consumers, and continue the Pepsi legacy of supporting aspiring musical talent.”