Step to Me
|"Step to Me"|
|Song by Spice Girls|
|Released||28 July 1997|
|Recorded||1996 (7" Mix)
1997 (Album version)
"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.
In 1997, Pepsi launched a £1 million 'generation next' TV campaign in the United Kingdom—running alongside sales promotion activities, notably one by where 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. With a redemption rate of nearly 10 percent, Pepsi recorded its biggest-ever take up on the promotion and saw its market share rise from 15.1% on 12 July to 19.6% on 9 August, its highest for several years.
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" (7" Mix) – 4:05
- "Step to Me" (Matthew's Disco Steppin' Mix) – 7:22
- "Step to Me" (Matthew's Extra Spicey Dub) – 6:33
- "Step to Me" (Extended Mix) – 5:41
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. Geri Halliwell's solo part was taken over by Melanie Brown for the last two tours. The most notable performance was on TFI Friday on Channel 4 on 1 May 1998 just three weeks before Halliwell's departure from the group.
- Sinclair, David (2004). Wannabe: How the Spice Girls Reinvented Pop Fame. Omnibus Press. p. 75. ISBN 0-7119-8643-6
- "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. ISBN 0-7506-4531-8
- ""Spice Girls Facts" (Timeline)". TheSpiceGirls.com. Retrieved 10 February 2017.