Campanie
JM
To localize the new global platform, “For the love it”, Pepsi launched limited edition cans, with dedicated messages celebrating the local target’s passions. We wanted to further connect with our target and bring local relevance for the global platform.
Therefore, we set out to let our audience’s target passions be the driver of our communication and create the collective manifesto of a generation, made up completely from stories of passion submitted by our consumers. To amplify their message of unwavering passion and reward them for following their passions, we also decided to create a special celebration event for them, which led to a tight timing for communicating our campaign - 3 weeks.
As the limited edition cans were the ignition point of the campaign, one of our main objectives was an uplift in cans sales of 10% vs. same period last year.
Our main digital objective was to gather at least 1000 stories of passion from our target audience before the planned event (August 12) – leaving us with just 3 weeks to do this.
Other engagement indicators:
• 30 000 unique websites users
• 1 million video views of the aftermovie
• At least 350 attendees at the celebration event
Therefore, we set out to let our audience’s target passions be the driver of our communication and create the collective manifesto of a generation, made up completely from stories of passion submitted by our consumers. To amplify their message of unwavering passion and reward them for following their passions, we also decided to create a special celebration event for them, which led to a tight timing for communicating our campaign - 3 weeks.
As the limited edition cans were the ignition point of the campaign, one of our main objectives was an uplift in cans sales of 10% vs. same period last year.
Our main digital objective was to gather at least 1000 stories of passion from our target audience before the planned event (August 12) – leaving us with just 3 weeks to do this.
Other engagement indicators:
• 30 000 unique websites users
• 1 million video views of the aftermovie
• At least 350 attendees at the celebration event
General Information:
Strategy:
| Strategy: |
CONTEXT: In 2019, Pepsi launched a global communication platform, For the love of it, to celebrate those who live life by their own rules and mute all self-doubt to follow their passions. To localize the platform, the brand launched limited edition cans with messages related to the local target’s passions, sourced from national-level research. CHALLENGE: Bring local relevance and depth to the messages on the cans, by tapping into a cultural insight and creating a manifesto of the Romanian free-spirited generation. TARGET: Our campaign addressed the younger target (18-24), who are defined by their free spirit. Curious and open to new experiences, they are positive and confident in their potential and on a journey to defining their identity. They want to carve their own life path, while navigating the complexities of young adulthood. They don’t view failure as a life-altering event and are not afraid to try things again and again, until they succeed. This attitude towards life is quite different from that of older generations, so they often feel misunderstood by them and are not welcoming of their unsolicited life of career advice. INSIGHT: We started from the discrepancy between how this young generation with global and contemporary values approaches life and the constrains of the outdated system they grew up in. Both the educational system and how older generations value success fail to encourage passions or alternative lifepaths. Our target is familiar with hearing things like “You shouldn’t” or “This is not for you” when wanting to choose an alternative path to success. The difference in the free-spirited comes from their determination to overcome every NO to live life by their own rules. IDEA: Create a community of like-minded people, by challenging them to make a common effort to prove that true passion can turn off every NO in its way. |
Execution:
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