PEPSI

1- Campaign name: HIT REFRESH CAMPAIGN

Customer: PEPSIco

Agency EYEcorp

Focus (target market): AUSTRALIA (YOUTH)

PEPSIco is one of the world’s leading Soda drinks manufacturers and distributors.

In this article, Pepsi is launching its new HIT REFRESH CAMPAIGN in the main cities of Australia.

Since the largest consumers of Pepsi are aged between 15 and 30 years old according to Pepsi Project Report. (link:www.docstoc.com)

The main idea is to reach as many young people as they can. “Partnership with MTV”, ”online Marketing.”

2- As any marketing campaign, the objectives are to increase sales figures.

Yet, Pepsi is performing a huge shift in Marketing Concepts.

Pepsi is moving from old traditional ADVERTISING to a new digital world of FULL PACK MARKETING CAMPAIGN.

Pepsi are introducing NEW LOOK PEPSI TRADEMARK across four brands:

· Pepsi

· Pepsi Max

· Pepsi Light

· Pepsi Light caffeine free

And, Australia is the first country to put new look products on its Retailers Shelves.

3- As we mentioned previously, Pepsi is about innovation. The leading strategies in marketing have been introduced by Pepsico over years.

Today once again Pepsi is leading the market by shifting into a DIGITAL WORLD of new tradition.

Target Market: Youth.

How to attract youth????

a) By using PARTNRSHIP WITH MTV, the world’s best music channel, Pepsi is reaching a huge number of young people.

TV commercials appearing on MTV will be distributed as following:

1 ad of 60 sec.

2 ads of 30 sec.

2 ads of 15 sec.

b) Besides TV commercials, and since the internet has become the most efficient media to attract people and have natural ability to segment every group by itself (common interests)

Ex: FACEBOOK.

Pepsi are using ONLINE MARKETING through Hit Refresh Hunting Competitions, where the participants are obliged to use either Twitter or Facebook.

c) LARGE BILLBOARDS CAMPAIGN. Outdoor media is still the most common advertising tool and it is known for the awareness that creates. Especially the way Pepsi is performing it and managing it.

Especially when dealing with EYEcorp Agency, which is able to reach 13 million drivers per week (according to the article)

LARGE BILLBOARDS=HIGH PRESTIGE FOR THE BRAND

MAIN CITIES CONCENTRATION=HIGH AWARENESS

d) OTHER TOOLS:

IN-STORE MEDIA

IN-STORE PROMOTIONS

PRODUCT SAMPLING

BUS SHELTERS

STREET FURNITURES

BUS SIDES

BUS INTERIORS

Finally, I conclude with:

THIS IS BIG, NEW, GETTING A LOT OF ATTENTION. IT IS IMPACTFUL; IT IS INNOVATIVE

Cheryl Damian: Director in the Cause Branding at Cone.)