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Step to Me
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Wikipedia article
"'Step to Me'" is a song by the British pop group the Spice Girls. It was written by the group members with Eliot Kennedy and produced by Absolute. This song was included on the Japanese edition of the Spice Girls' second album, 'Spiceworld'.
Background
The song was originally written for the group's debut album 'Spice' but did not make the final cut.
In 1997, Pepsi launched a 1 million 'generation next' TV campaign in the United Kingdomrunning alongside sales promotion activities, notably one where by consumers collected twenty pink ring pull tabs from promotional Pepsi cans, sent them off and received the free Spice Girls CD single "Step to Me"which was not available in High Street retailers. Collectors were also entered into a free prize draw to see the Spice Girls play their first live concert in Turkey who Pepsi were sponsoring. The advertising and the promotion were integral to Pepsi's marketing strategy, television and press ads and the 'Pepsi Chart Show' (screened on Channel 5) all spelt out that the only way to listen to the single was to buy Pepsi. Producing 92 million promotional packs of the cola, 600,000 CDs were redeemed with the promotion.[http://www.campaignlive.co.uk/article/direct-marketing-challenge-band-led-brand-expand-pepsis-market-share-pepsis-spice-girls-on-pack-promotion-proved-effective-boosting-sales-summer-ali/20399 "DIRECT: MARKETING CHALLENGE - How the band led the brand to expand Pepsi's market share"]. Campaign. 7 November 1997. Retrieved on 10 February 2017.Morgan, Nigel; Pritchard, Annette (2000). Advertising in Tourism and Leisure. Butterworth-Heinemann. p. 207. With a redemption rate of nearly 10 percent, Pepsi recorded its biggest-ever take up on the promotion Retrieved 10 February 2017. and saw its market share rise from 15.1% on 12 July to 19.6% on 9 August, its highest for several years.Sinclair, David (2004). Wannabe: How the Spice Girls Reinvented Pop Fame. Omnibus Press. p. 75.
The version on the Japanese edition of 'Spiceworld' includes a slightly different version than the 7" Mix. Mel B does a more upbeat rap on the 7" mix while more bass is added to the version included on 'Spiceworld'.
Format and track listing
* 'CD Single'
#"Step to Me" 4:05
#"Step to Me" 7:22
#"Step to Me" 6:33
#"Step to Me" 5:41
Live performances
The group performed the song as part of the Girl Power! Live in Istanbul Setlist, as well as during the American leg of the Spiceworld Tour, and the Christmas in Spiceworld Tour. After Geri Halliwell left the group, her solo part was taken over by Mel B for the latter tours. The most notable live performance of the song was on the television programme 'TFI Friday' on 1 May 1998, just three weeks before Halliwell's departure from the group.
See also
* Spice Girls merchandise and sponsorship deals
References
Category:1996 songs
Category:Songs written by Eliot Kennedy
Category:Songs written by Emma Bunton
Category:Songs written by Geri Halliwell
Category:Songs written by Mel B
Category:Songs written by Melanie C
Category:Songs written by Victoria Beckham
Category:Song recordings produced by Absolute (production team)
Category:Spice Girls songs
Category:PepsiCo advertising campaigns
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