Pepsi maxes out on high-altitude campaign<BR>
This week, five Polish alpinists began their climb up Argentina's Cerro Torre mountain as part of a publicity blitz targeted at young people, says Przemyslaw Pohrybieniuk, public relations coordinator with BBDO Warszawa, which is coordinating the campaign.
The alpinists kicked off the campaign last month by scaling Warsaw's 220-meter-high Palace of Culture and Science - baby steps compared to the 3,128-meter climb they embarked on this week.
The alpinists will forge a new route up the most difficult wall and plan to name the route "Peak to the Max." A major portion of the trail consists of rock and ice soaring straight up for 1,600 meters. Winds regularly reach 200 kilometers an hour (120 mph) and have been known to kill climbers. The climbers plan to reach the peak by the end of January.
During the climb the team will produce a documentary film, and Radio Zet will regularly broadcast updates on the climb based on satellite telephone conversations from the mountainside. Pohrybieniuk declined to reveal the budget for the stunt tour.
The alpinists will also be featured in print ads and posters for Pepsi Max, which claims a 12% share of the Polish soft-drink market. The slogan: "Gravity is for sissies."
The alpinists kicked off the campaign last month by scaling Warsaw's 220-meter-high Palace of Culture and Science - baby steps compared to the 3,128-meter climb they embarked on this week.
The alpinists will forge a new route up the most difficult wall and plan to name the route "Peak to the Max." A major portion of the trail consists of rock and ice soaring straight up for 1,600 meters. Winds regularly reach 200 kilometers an hour (120 mph) and have been known to kill climbers. The climbers plan to reach the peak by the end of January.
During the climb the team will produce a documentary film, and Radio Zet will regularly broadcast updates on the climb based on satellite telephone conversations from the mountainside. Pohrybieniuk declined to reveal the budget for the stunt tour.
The alpinists will also be featured in print ads and posters for Pepsi Max, which claims a 12% share of the Polish soft-drink market. The slogan: "Gravity is for sissies."
