Objective
- Come up with a way to counter a 2% decrease in carbonated beverage sales
- Leverage social media to create engagement and build momentum for Pepsi’s #sayitwithpepsi campaign
- Use consumer insights to drive the strategy
What we did
- Created 163,000 retail displays featuring emoji-clad Pepsi bottles targeted to top retailers
- Developed four merchandisers (two floor displays and two dump bin configurations). Displays were engineered for mass, drug, grocery and C store channels and designed for enhanced product visibility
- Manufacturing processes were carefully selected to meet a Spring launch date
Results
- The campaign is the largest promotional launch ever by Pepsi
- Slated to spread into 100 global markets as of 2016
