Supplier News Breaks Archives
Cindy Crawford teams up with PepsiCo's Propel Zero
March 29th, 2011
PURCHASE, N.Y. – Supermodel and actress Cindy Crawford has signed on with PepsiCo to be the face of Propel Zero, the beverage giant's new zero-calorie enhanced water for people who lead healthy, active lives.
PepsiCo said that this week Propel Zero debuted the "Get More From Your Zero" commercial, starring Crawford, on broadcast outlets nationwide — including ABC, CBS, NBC, Bravo, E!, TBS, TNT and VH1 — as well as online, including YouTube and the Propel Zero Facebook page at www.facebook.com/Propel.
Propel Zero is a nutrient-enhanced water that offers a clear, clean taste with no calories, no artificial flavors and no heavy sweeteners, according to PepsiCo. The company said the beverage is a light and flavorful way for active men and women to replenish (vitamins C and E), energize (B vitamins) and protect (antioxidants) their bodies. Propel Zero comes in sevenflavors: berry, grape, black cherry, lemon, blueberry pomegranate, kiwi-strawberry and peach. It is also available in eight flavors in powder form.
The brand's rollout involves a multifaceted, integrated marketing campaign, dubbed "Get More From Your Zero," that reflects the set of benefits that Propel Zero delivers for men and women who want to get more out of their active lives, the company said. Besides the commercial spot on TV, digital media and online chats, there will also be a social media photo wall with Crawford.
"Propel Zero is all about giving men and women with active lives a simple and healthful way to replenish, with all the benefits and zero calories," commented Esperanza Teasdale, the brand's senior director of marketing. "We're thrilled to be working with Cindy Crawford, who embodies the active lifestyle while caring for her family, running several successful businesses, giving back to the community through her charity work and staying fit. She's a role model who appeals to active women and men alike."
The commercial is a look at a day in the life of a supermodel whose active lifestyle mirrors the lives of women and men who want to get the most out of life, PepsiCo said. In the spot, Crawford keeps going with Propel Zero.
"We all live such full, active lives, and I love that Propel Zero keeps me hydrated, replenished and energized with vitamins, without a single calorie," Crawford said in a statement. "It's so important to take care of yourself so that you can get the most out of life."
Propel Zero's campaign with Crawford is part of a broad nationwide program that includes partnering with Walmart to share 3 million free samples of the new beverage with shoppers through April 24. PepsiCo said Crawford also will be helping Propel Zero to inspire consumers to "go from Zero to 1,000" in 2011, meaning 1,000 more minutes of moving per month, per season or throughout the year.