Pepsi has a new way to attract the “New Generation” and you have to look at this
The best moments are those when you decide to let go, choose to act, follow your passion – nothing holds you back! This is the thought behind beverage brand, Pepsi’s new summer campaign which celebrates everyday moments of spontaneity.
Whether it’s to go #Nomnom while eating your favourite food or that late night #Gedi with friends to India Gate, it’s spontaneous moments like these that form the essence of Pepsi’s new ‘Moments’ campaign conceptualised by J. Walter Thompson.
With pop-culture at its heart, and ‘Socha Nahi Ji Gaya, Pepsi Thi, Pi Gaya’ as the philosophy, this campaign comprises over 80 popular words that are entrenched in the vocabulary of today’s generation. These will be printed in eight regional languages on Pepsi cans and bottles that will be made available to consumers through all modern and traditional outlets across the country.
Pepsi will also roll out a series of four short format films, three of which will appear on television. Each of these films will be centred around a callout on the can – #Swag (featuring brand ambassador Virat Kohli), #FastForward and #Gatecrash.
Speaking on the campaign, Vipul Prakash, senior vice president, beverage category, PepsiCo India, says, “Through the ‘Moments’ campaign, we have once again taken a progressive approach to reflecting today’s generation with a relatable packaging innovation. At PepsiCo, we have always celebrated packaging, which is our strongest asset and a key driver for our ‘Shelf to Media’ approach. The campaign will make Pepsi stand out on the retail shelves”
Last year as well, Pepsi came up with a similar summer campaign #PepsiMoji – “Jaisa Mood, Waisi Pepsi.” The PepsiCo Design and Innovation Center created hundreds of PepsiMoji designs for a universal language system proprietary to the brand. 38 PepsiMoji designs, including eight designs that reflected the unique nature of India and the Indian consumer – from the traditionally turbaned man, the quintessential lunch dabba and popular snacks like dosas and samosas, to the musical instrument ‘tabla’ and celebrities such as Virat Kohli and Ranbir Kapoor, were introduced.
Pepsi’s ‘Sun in a Bottle’ campaign executed last year in partnership with Liter of Light – a global open source of projects that provides ecologically sustainable lighting solutions, free of cost, to communities that don’t have access to electricity – was another example of packaging innovation carried out as a project to bring light to villages around the brand’s plants in Bharuch (Gujarat) and Mamandur (Tamil Nadu). The campaign was supported by a digital film -‘Lighting up lives’, conceptualised by JWT and executed by the agency’s digital arm, Mirum.