Pepsi’s Rocket spot launch

The first celebrity signed for the Canadian market by Pepsi-Cola Canada has made his debut.Toronto Argonauts star Raghib (Rocket) Ismail appears in a 30-second tv commercial for Pepsi being aired nationally on tsn, cbc and MuchMusic, and continuing until the end...

The first celebrity signed for the Canadian market by Pepsi-Cola Canada has made his debut.

Toronto Argonauts star Raghib (Rocket) Ismail appears in a 30-second tv commercial for Pepsi being aired nationally on tsn, cbc and MuchMusic, and continuing until the end of the football season.

Called ‘Rocket Trail,’ the spot shows Ismail racing through the streets to reach his supply of ‘Rocket fuel,’ which is, of course, Pepsi.

The spot will be used only in Canada, and new creative will probably follow next year.

Contract

Ismail signed an endorsement contract with Pepsi last November which continues through 1994.

He is also being used promotionally by Pepsi with retail partners such as Subway sandwich shops, which is selling Rocket Fuel cups.

Ismail will play a large part in The Pepsi Substance Abuse campaign, a drug awareness program for schools.

He will make personal appearances in schools across Canada, and for the first-time in the program’s four-year history, the video for the 1992-93 school year will be made in Canada.

It will star Ismail and be filmed by The Players Film Company of Toronto. PS