Pepsi launches teen magazine

The first issue of Pepsi-Cola Canada's new teen magazine, Pop Life, should find its way to almost 600,000 mailboxes this week.Roger Baranowski, Pepsi's director of brand marketing, says the glossy, four-color magazine is a way for the soft drink maker to...

The first issue of Pepsi-Cola Canada’s new teen magazine, Pop Life, should find its way to almost 600,000 mailboxes this week.

Roger Baranowski, Pepsi’s director of brand marketing, says the glossy, four-color magazine is a way for the soft drink maker to increase its dialogue with teenagers, a chance for it to get a little more personal with the 12 to 19 age group.

Baranowski says Pop Life, which carries advertising for Pepsi, the Subway sandwich chain and Sony Canada, will be mailed out twice a year.

He says the next mailing will be this fall.

He says in the first issue there will be articles on such teen topics as clothing and dating, and stories on the Toronto Blue Jays’ Paul Molitor, and life as a celebrity photographer.

According to Baranowski, this 32-page issue of Pop Life will also have a pull-out poster, a montage of shots of Richard Gere, Madonna, Tom Cruise and others by celebrity photographer Herb Ritts.

Baranowski says the soft drink maker used its own database to assemble Pop Life’s mailing list.

‘We knew we were sitting on dynamite with our teen database,’ says Baranowski, noting teen names and addresses were gathered at Pepsi Taste Patrol booths.

He says included in the first mailing is a card for teenagers, allowing them drink discounts and access to a phone information service.

He says Capital C Communications in Toronto put together Pop Life and is the titular publisher.