Permanis expects Fire and Ice drink to contribute 20% of income this year


  • Business
  • Monday, 07 Feb 2005

PEPSI'S Fire and Ice Cola drink, launched in December last year, is expected to contribute a 20% increase to Permanis Sdn Bhd's income this year, the company said in a statement.  

Permanis, the local manufacturer and bottler of Pepsi, said that the company had allocated RM3mil for the advertising and promotion (A&P) of the two flavours. 

Last year, Permanis posted RM220mil in sales. For the current financial year ending ending June 30, 2005, it hoped to achieve more than 10% growth in sales. 

Meanwhile, the company's sales and marketing vice-president A. Nagarajah said that in conjunction with the Chinese New Year, Permanis had launched a Yam Seng With Pepsi contest. 

He said the contest required participants to perform the most creative and imaginative kung fu pose while enjoying the new Fire and Ice Cola drinks. 

“We believe that everybody loves kung fu and the response shown by the public has strengthened all of the Pepsi variants, which include Pepsi Twist, Pepsi Fire, Pepsi Ice, 7-Up, 7-Up Ice and the original Pepsi,” he said in the statement. 

Since Jan 15, 2005, Permanis has given away premium items, including T-shirts, caps and jackets, to over 400 winners of the contest. 

Permanis has also introduced a limited edition gold can for Pepsi in conjunction with the Chinese New Year. – Bernama 

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