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PepsiCo, Rouse Properties sign multi-year beverage marketing agreement

DBR Staff Writer Published 09 April 2013

Soft drink giant PepsiCo has signed a multi-year marketing partnership with Rouse Properties, a US-based owner and operator of regional enclosed malls, to provide beverages at 29 mall locations.

PepsiCo will be offering a wide range of soft drinks, bottled water, sports drinks, teas, juices and other beverages - including brands such as Pepsi, Mountain Dew, Gatorade, Lipton Iced Teas and Aquafina at each mall of Rouse.

The agreement will enable Rouse to earn extra profits by operating Pepsi vending machines throughout its 29 mall locations.

Rouse Properties leasing executive vice president Brian Harper said: "This partnership brings together two leaders in their respective industries and provides the roughly 200 million consumers that visit our malls with a variety of refreshing beverages, creating a more satisfying shopping experience."

PepsiCo foodservice sales vice president Jean Jakoby said: "We're confident that our market-leading beverages and unique marketing activations will refresh - and delight - Rouse shoppers, and we look forward to a long and productive partnership."

Both the companies have also agreed to involve in joint marketing programs to promote both brands, increasing mall traffic and encouraging consumer engagement with events including raffles, prize giveaways and product tasting.