PEPSI SUMMER
CAMPAIGN REQUIREMENTS
Build penetration through retaining and reclaiming cola switchers and by
acquiring younger cola drinkers.Create local campaign and creatives to strengthen cultural relevance
Build brand preference by building taste perception
Communicate local creative across touchpoints
THE CAMPAIGN CONTENT
Digital strategy built on the defined TA
Strong focus on Paid Social Media and balance between reach\engagement optimization
Local creative campaign to reach the target audience
Unique OPL strategy and content to show off brand message and product benefit
Local jingle for the campaign with local young artist
Unique video creative to promote local jingle on YouTube
Placement of jingle on different music platforms such as Spotify, Apple Music, Yandex Music, VK, and BoomPlay to reach TA.