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TM Pepsi
PepsiMoji

RAN IN: North America

CLIENT
PepsiCo

Seth Kaufman, CMO, PepsiCo North America Beverages
Chad Stubbs, VP Marketing Pepsi Trademark, PepsiCo North America Beverages
Stacy Taffet, Senior Director Pepsi Trademark, PepsiCo North America Beverages
Linda Lagos, Digital Director Pepsi Trademark, PepsiCo North America Beverages
Carol Simpson, Senior Director Media & Content, PepsiCo North America Beverages
Katie Haniffy, Director Media & Content, PepsiCo North America Beverages
Jennifer Meitzner, Senior Manager Media & Content, PepsiCo North America Beverages

AGENCY
OMD *Lead Agency

Scott Downs, COO & Managing Director, US PepsiCo at OMD USA
Suzanne Irving, Managing Director, Integrated Investment at OMD USA


Quietman

Kimera Rosen, Creative


SUMMARY

Pepsi needed to earn the attention of consumers during critical summer months despite being outspent and outshouted by their primary competitor. How do you break through the clutter and immediately resonate with consumers? By speaking an entirely new language. Through a bold and unprecedented marketing campaign, Pepsi developed over 100 pieces of creative messaging including the first-ever five-second National TV ad. Pepsi high jacked summer conversations by delivering PepsiMojis encouraging consumers to #sayitwithPepsi and share their summer experiences. Results generated positive share swing for the first time in a decade. 

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;EVENTS;INTERACTIVE/ONLINE;PACKAGING;PR;PRINT;SOCIAL MEDIA;TV

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English