Managing director Johnny Broderick described the current environment as "exciting times for vending"
UK-based vending machine provider The Broderick Group and Mediavend have announced that Pepsi Max is to become the latest household brand to explore the potential of Broderick’s burgeoning media platform.
The vending technology incorporates a video screen that allows suppliers to advertise directly to consumers, as we revealed when reporting on The Broderick’s Group collaboration with crisp producer Walkers on its new Market Deli range of crisps back in February.
In the workplace, consumers tend to use the vending machines while relaxing during lunch and break times, when they’re much more likely to pay attention to the on-screen adverts. With more than 300 screens now in-situ – a number that is set to double in the next 12 months – The Broderick Group’s managing director has called it an “exciting time for vending”.
Johnny Broderick said: “We’ve been locked in negotiations with Pepsi Max for some time and to have come to an agreement that sees the addition of such a well-loved brand to our portfolio makes the whole family proud. I really believe that the results we’ll achieve by working as team will be seen by all concerned as a ‘win-win’. Hopefully this will be the first of many mutually beneficial campaigns.
“We anticipate that brands will use the tightly-defined demographic that workplace retailing delivers to carry out new product development work. It could be that customers see on their vending machine screens an advert that’s subsequently rolled out to television. Hopefully, they’ll remember that they saw it first on the vending machine at work.”
According to Johnny, “it’s a great place to get your message across, because consumers can satisfy their impulse to buy right there, right then and the numbers prove that’s exactly what’s happening”.
Director of Britvic routes to market Trystan Farnworth said: “Pepsi Max has been the shining star of soft drinks for several years, built on a winning formula of ‘maximum taste, no sugar’, which resonates with consumers.
“Pepsi has led the way in terms of digital as well, in particular with its Unbelievable campaign – indeed Pepsi is the number one FMCG channel on YouTube. As such, Pepsi is delighted to be working with Broderick’s and their state-of-the-art multi-media vending machine estate. Together we will drive shopper re-appraisal of vending as a route to refreshment.”
As the recent launch of its blue cup demonstrated, Broderick’s is on a mission to engage with end-users as never before, supported by punchy, creative and up-to-the-minute posts across its social media channels that often build on brand-led promotions and on-pack activity. The addition of Pepsi Max to Broderick’s stable of media partners can only accelerate that process.
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