PEPSI SUMMER CAMPAIGN
CAMPAIGN OVERVIEW
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
Build Pepsi Black as next-generation cola to recruit younger consumers
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 target audience
Unique OPL strategy and content to show off brand message and product benefit
Local jingle for the campaign with local young artists