Campanie
General Information:
Strategic approach:
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CONTEXT: WINTER SEASON IS COCA-COLA’ SEASON The connection started decades ago, and with international efforts, Coca-Cola managed to create an indestructible association with winter holidays season, as well as an entire iconography: red Christams tree, the red truck crossing the town, red Santa Claus, the “Holidays are coming” song etc. PEPSI, A CHALLENGER BRAND FUELED BY GENERATION Z Unlike Coke, which caters to a broader audience (all ages, families etc.), Pepsi was always the challenger brand that built its entire DNA on the youth culture. Its entire focus is on Generation Z, aiming to empower them to break up conventions and enabling them to discover new possibilities that can move them forward. CHALLENGE: How can Pepsi smartly use winter holiday season, owned by Coca-Cola, to strengthen its relationship with Generation Z? OBJECTIVES Our aim was to ensure we reach our entire audience of Gen Z, achieving both a great exposure in their feeds but also participation in the campaign. All with the purpose to strengthen Pepsi’s relationship with them, measured via a dedicated Ad Impact Study. COMMUNICATION: • 500 video pieces of content entered in the campaign, set to exceed with 15% past benchmarks. • 10.000.000 video views for all the content posted through the campaign, in line with brand’s previous benchmarks • 1.800.000 unique people reached in digital, in line with the entire Gen Z population, acc. to SNA, 2022 BRAND: • +3pp increase in Consideration for Gen Z • +5pp increase in „A brand for my generation” image KPI among Gen Z TARGET: Pepsi has always addressed the “new generation”, which nowadays means GENERATION Z. Demographically, we are talking about people aged 18-24 y.o., M & F, urban, mid-high education, and income. THE TRADITIONAL CHRISTMAS IS THE PERFECT FAMILY MOMENT FOR EVERYBODY. EXCEPT FOR GEN Z. Christmas has its magic for almost everyone, each generation embracing different symbols and customs in accordance with their life stage, needs and wants. Kids are fascinated by Santa, adults/parents put effort into presents and decorations, while grandparents appreciate the family get together. But how about youngsters? Gen Z-eters are stuck in between: they are too old to naively believe in Santa, but too young to yet value past traditions. CHRISTMAS SPIRIT HITS DIFFERENTLY FOR GEN Z THAN IT DOES FOR THEIR YOUNGER OR OLDER SIBLINGS In the eyes of Gen Z, Christmas and its symbols & rituals are outdated. For them, Xmas doesn’t equal with rushing through the market for traditional food ingredients – they order their food of choice via e-shops; nor enthusiastically sing Xmas carols – they reinterpret them on TikTok; nor enjoying sitting still at the Xmas family meal – they much prefer to connect with their friends on WhatsApp or Facetime. |
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