The cooperation between Pyaterochka and the Black Star music label ended with the fact that one of the chain's stores was completely repainted in black.
The large-scale action "Black Exclusive" was launched in the spring. Within its framework, Pyaterochka, PepsiCo and Black Star launched exclusive products for sale - Pepsi Dark Vanilla drink, as well as Lay's chips that taste like Black Star Burger. The total volume of these products amounted to 3 million units of packs and bottles. At the same time, it was announced that if all this quantity was sold out before the end of spring, then one of the Pyaterochka stores would completely change its design and become completely black for one day.
Which is what was done. The chain kept its promise and for the whole day one of its stores was painted in the corporate color Black Star, that is, it became completely black. Moreover, the color changed not only the facade of the outlet, but also its interior design, the uniform of employees, cash desks. Also on this day, a limited edition of the Help-Card loyalty card was released, which also turned black. Also, all visitors on this day were waiting for a gift in the form of a concert of the stars of the Black Star label.
The event also summed up the results of a large-scale Internet voting, which was announced on a special page PepsiCoX5.ru. Users were asked to choose who should be the new face of the action. Oleg Ternovoy (TERNOVOY) won by a wide margin, for whom more than half of all those who took part in the voting voted.
This is not the first time that Pyaterochka has been holding unusual promotions, trying to surprise customers and once again attract their attention. Black Exclusive shows that retail "can be fresh, bright and modern," while network visitors are ready to support everything new, according to the chain's representatives.
Previously, the network has already collaborated with Disney, as well as such celebrities as Olga Buzova, Sergey Zhukov and Yulia Vysotskaya.