PEPSI NEW YEAR
CAMPAIGN OVERVIEW
CAMPAIGN REQUIREMENTS
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 CAMPAIGN CONTENT
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