Discovery Joins the Pepsi Generation


Discovery Communications Inc. and PepsiCo Inc. announced a multimillion-dollar media partnership Monday.

The year-long alliance will pair PepsiCo’s new “Smart Spot” program, which was designed to help consumers make choices that contribute to healthier lifestyles, with six DCI U.S. networks and exposure on (

The agreement also marks the largest advertising commitment to date for FitTV.

As one of the main components of the deal, Discovery Channel, The Learning Channel, Animal Planet, Discovery Health Channel, Travel Channel and FitTV will feature on-air ads including healthy-breakfast-reminder messages.

Also, on-air advertising, promotion in Discovery Channel retail stores and fitness-related products such as Gatorade, Propel Fitness Water and Aquafina will be tied to Discovery Health’s National Body Challenge.

And related advertising will be featured during FitTV’s “Fit Family Week” programming stunt March 21-26.

“Through the breadth and depth of our media platforms, we’re thrilled to offer PepsiCo a targeted opportunity to showcase their new Smart Spot program commitment in a variety of ways,” Discovery Networks U.S. president of advertising sales Joe Abruzzese said in a prepared statement.

“Discovery’s thoughtful, quality programming on the important topics of health and fitness will help us to connect with consumers about our Smart Spot products,” PepsiCo vice president of health and wellness marketing Ellen Taaffe said in a prepared statement.

“Through trademarks like Quaker, Aquafina, Baked! Lays, Gatorade, Tropicana and Dole, we have the kinds of products consumers trust to help them live healthier lifestyles,” she added. “Discovery’s programming is the bull’s-eye for delivering information about our brands and our commitment to healthier lifestyles.”