Pepsico Launches S.M.A.R.T. Campaign

Pepsico has launched a S.M.A.R.T. marketing initiative designed to build on the success of its 15-month-old Smart Spot program.

Pepsico kicked off S.M.A.R.T. last week by building a playground at a Washington, DC, community center with non-profit KaBOOM. Pepsico and KaBOOM plan to build at least 12 more playgrounds in 2006, and are soliciting online nominations from consumers before choosing the 12 markets where they will build.

The S.M.A.R.T. lifestyle program encourages consumers to take five steps to improve their health: Start with a healthy breakfast; Move more; Add more fruits, vegetables and whole grains; Remember to hydrate; and Try lower calories or fat.

Pepsico extends Smart Spot with a playground-building blitz; consumers can nominate their neighborhood online

Consumers who register online will get a three-times-a-year mini-magazine, Everyday SMART Moves, with nutrition and exercise tips.

"Last year, Pepsico first put the Smart Spot symbol on select products to make it easier for moms to identify healthier choices for their families when shopping," said Pepsico senior VP-new growth platforms and chief innovation officer Brock Leach in a statement. "Now we're expanding our efforts through the S.M.A.R.T. program to make it easier to get started on healthier lifestyles too. And, the new Smart Spot playgrounds are a fun place where parents and their kids can live the S.M.A.R.T. life."