Pepsi - 50 years of free spirit in Romania

Information

Campaign: 50 years of free spirit in Romania
Client: PepsiCo
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agencies: Kaleidoscope Proximity // OMD Romania

Background/Objectives
Strategy

Background/objectives:

In 2016, our challenge was to create a campaign that would celebrate 50 years since Pepsi came to Romania and differentiate the brand from Coca-Cola, not only in terms of preference but especially in terms of brand relevance, convincing switchers to choose Pepsi more often and accelerate overall colas consumption category momentum.

Strategy:

The campaign strategy was to build the message around the local heritage the brand has in Romania – the free spirit that stayed the same through 5 decades of being young - without being nostalgic, but rather celebrate the evergreen rebellious moments.

TV

Life is a moment. Live it_TVC 60s

Play Video

INTERNET

Admin of Monday Takeover

Website

OUTDOOR

Independence

Music

Style

OTHER

Special CD pack in gas stations

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