PEPSI NEW YEAR CAMPAIGN 2023

Written By Sergey Koval

THE ASK

  • Maximize reach with broad TA to capture all category buyers and optimize FRQ with core-narrow TA

  • Create local content to promote New Year BTL campaign across touchpoints

  • Increase product awareness

  • Build brand preference by building taste perception

THE EXECUTION

  • Digital strategy built on the defined TA

  • Strong focus on Paid Social Media and balance between reach\engagement optimization

  • Localized global content and made it more reliable for the local TA

  • Focus on OLV during main campaign activation

  • Collaborations with local OPLs in order to reflect product benefits

  • Local video content to promote BTL campaign

Sergey Koval
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PEPSI MEALS CAMPAIGN 2023