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Pepsi
Pepsi football support wave

RAN IN: Russia

CLIENT
PepsiCo Holdings LLC

AGENCY
SUMMARY

How to significantly increase market share when you lose the main competitor in the opportunities? Pepsi knows! As part of the communication during the UCL 2018, the brand has united all football fans by launching the largest digital wave of football fans! Beginning Russian football stars, bloggers, celebrities and football fans joined the flash mob. Personalized Pepsi banks with photos of flash mob participants created a single Pepsi football team. Thanks to this and other football activities, the brand managed to increase its market share by a record 1.6pp for the first time in history!

CASE VIDEO


Audience: The target audience of the brand is young people from 16 to 35 years old who live in the moment, they are not afraid of the new and look at the world as if it were a playground. Technology is central to their lives.They are not afraid to express themselves and to participate in large-scale events in order to feel their involvement in them. Young people do not overlook all the bright and large-scale events, they are try to be involved in them and show their activity, both in real life and in digital.

Objectives: The main goal for Pepsi in 2018 was to maintain its market share - 32%. Considering the situation in the competitive environment and the capabilities of the main competitor, this was a rather ambitious plan.

Type: B2C

Language: English, Russian