Pepsi
Year
2017 – 2019
Services
- Crossover Marketing
- IP Marketing
- PR & Event Management
- Brand Marketing
Feautiring multiple crossover campaigns,
including :
- Chinese star Yang Yang
- China’s top fashion designer Wang Fengchen
- Top Fashion Photographer Chen Man
- International fashion powerhouse Karl Lagerfeld
- Chinese national sports brand Phoenix
- Home appliance giant Whirlpool
Meet Pepsi
Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad’s Drink, it was renamed as Pepsi-Cola on August 28, 1898, and then as Pepsi in 1961.
Objectives
Pepsi, a market leader in the beverage industry, wanted to engage the younger generations in China, acquire market share, and develop into a trendsetting, youth-oriented, and culturally significant major lifestyle brand. The brand sought to engage directly with consumers and increase brand share of voice on social media for more brand awareness, especially amongst the younger generation of consumers in China.
IMS Solution
IMS designed an omnichannel, IP-generating campaign platform that centred around the “Under the Cap”/uncovering the truth concept. Inspired by Chinese consumers’ increasing health awareness and concerns about food safety, we focused the campaign on the concept of going “under the cap” of Pepsi’s beverages, driving engagement with young consumers to help them unmask the true identity behind the Pepsi brand, and discover their own identity along the way. By partnering with China’s most influential trendsetters and cultural icons, we used the platform to tap into the younger Chinese consumers’ need for the next trend and their search for identity, and created exciting pairings that drove brand and merchandise demand into a frenzy.
The UTC campaign platform utilised omnichannel customer engagement journeys that went from online engagement to offline consumption of products to continuous post-sale engagement, high profile crossover campaigns with national and international brands and influencers, and immersive, on-the-ground retail experiences with pop-up stores showcasing innovative, limited-edition, and campaign-specific merchandise across different cities in China.
Results
The IMS-designed campaign platform was a resounding success that not only generated social frenzy for the brand and all the crossover partners, it drove impressive e-commerce and in-store merchandising sales, generating brand equity that Pepsi could capitalise on year-on-year. Social mentions and consumer speculation around the brand’s next crossover partners and possible merchandise generated significant following on social media for the brand and its partners. The platform format for crossover campaigns and merchandise promotion became so popular that the concept has been revisited for the past three years, driving brand awareness, footfall, conversion and revenues for the brand, and positioned Pepsi as a truly global lifestyle brand.
