PEPSI: MORE KICKS!
Background
Pepsi is a famous carbonated soft drink throughout the world that manufactured by PepsiCo. It was created and developed in 1893 by Caleb Bradham, a pharmacist in New Born, North Carolina, United States. Pepsi was renamed to Pepsi-Cola in 1898 and eventually shortened to Pepsi in 1961.
Problem
Although Pepsi is a famous carbonated soft drink throughout the world, it still remains at second place. This is because Pepsi is having a strong competitor which is Coca-Cola. Therefore, Pepsi have to launch a new campaign in order to compete with Coca-Cola.
Insight
Consumer feels that Pepsi is more refreshing due to Pepsi has a stronger first sip taste and it's sweeter. Consumer thinks that Pepsi have that extraordinary "kicks" and that "kicks" give them that sensation about that "punch" of explosion.
Concept & Idea
By using different animal head as key visuals to brings out the sensation of the wildness that Pepsi provides and make the audience feel the taste of extraordinary. The tagline "More Kicks!" is created to reach younger target audience as it sounds more youthful and excited.
Guerilla Marketing
The concept of guerilla marketing is using projection. It give the public an opportunity to engage with the campaign. A green screen setup is set in a public place during night time where people are allowed to take their photograph for free. The photograph that was taken will be processed and display to a high rise building.
Digital Marketing
The audience able to upload a picture of themselves and they will received their own processed photo which is similar to print ads. They will be rewarded with a free limited edition of Pepsi can.
