Pepsi-Cola North America Beverages Helps the Bronx Community Lose the Calories, but Keep the Flavor

PURCHASE, N.Y., July 14, 2011 /PRNewswire/ -- Pepsi-Cola North America Beverages (PCNAB) knows there's more to the Bronx than baseball and botanical gardens. This summer, PCNAB is celebrating the Bronx community by providing residents with activities and education to help them make healthy lifestyle decisions.  

Today, PCNAB's zero calorie beverage line-up is teaming up with Bronx community natives, Grammy Award winning producer, rapper and artist Swizz Beatz, renowned graffiti artist Cope 2, Bronx Borough President Ruben Diaz Jr. and Assemblyman Carl Heastie to launch the Bronx Flavor campaign at THE POINT in the South Bronx from 12:00 p.m. – 3:00 p.m.

"Being a father and also being involved with The Bronx Charter School for the Arts, I understand even more how important it is to stay healthy," said producer, rapper and artist, Swizz Beatz. "The Bronx Flavor initiative shows Pepsi-Cola North America's commitment to the well-being of our community."

All Bronx residents are invited to come by and participate in our mini Flavor Sessions:  

• Movement stations: Cardio kick boxing, Zumba and break dancing
• PCNAB sampling stations featuring key products from its zero calorie line-up, including Aquafina, Diet Sierra Mist, SoBe Lifewater and Pepsi MAX
• Cooking demonstrations from City Harvest highlighting healthy summer recipes
• Two live art installations by Swizz Beatz, parents, students and faculty from The Bronx Charter School for the Arts; and Cope 2 embodying the spirit of the Bronx

"The Bronx community has a special style and swagger," said Javier Farfan, PepsiCo Cultural Branding Senior Director. "PCNAB wants to celebrate the community by letting residents know that they can make healthy lifestyle decisions without losing flavor, Bronx flavor. Throughout the summer, we'll be making our no calorie beverages available to residents, to show they don't have to sacrifice taste to lose the calories."  

The Bronx Flavor campaign stretches throughout the summer with interactive street installations and OOH Wild postings by famed photographer and unofficial fourth Beastie Boy, Ricky Powell, who will be shooting all of the creative for the campaign.

Other Bronx Flavor programming includes:

• Flavor Sessions – Weekend activities hosted by guest celebrities and athletes to promote exercise and the importance of an active lifestyle. Sessions include, Zumba, Basketball and Boxing/MMA.
• End-of-Summer Block Party – This will be the Block Party of all block parties, featuring celebrity hosts and DJ, local healthy food vendors and PCNAB's zero calorie refreshments, pick-up games, live screen printing, mobile pools and much, much more.

To stay in the know and ensure you don't miss a single Bronx Flavor activity, follow @bxflavor.

About PepsiCo

Pepsi-Cola Beverages North America is a division of PepsiCo. PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

SOURCE Pepsi-Cola North America Beverages