Pepsi Case study Who Deserves the Pepsi? by Impact BBDO Cairo

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Who Deserves the Pepsi?

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Industry Soft Drinks
Media Case study
Market Egypt
Agency Impact BBDO Cairo
Creative Director Hussam Mourou
Art Director Rami El Kerdani
Released May 2012

Awards

Mena Cristal Awards 2012
Corporate & PR Great Cause campaigns (solidarity, CSR, charity...) Sapphire

Credits & Description

On February 2011, Egyptians managed to topple a 30 year corrupt regime, and were about to embark on their first real fair elections in September. With Ramadan approaching in August, how could Pepsi capture the attention of the changed consumer mindset and remain relevant to them?
Pepsi decided to give Egyptians a rehearsal for their first elections by giving purpose to their voices. Pepsi launched a CSR and entertainment campaign; where consumers were presented with 3 characters each competing for the last Pepsi in the hypermarket, while each representing a CSR Cause.
Consumers were asked to vote for the cause to be funded by Pepsi by choosing the character that 'Deserves the Pepsi'. Votes surpassed all expectations; as we received more than 2,000,000 votes; the biggest level of engagement ever achieved in Egypt. On top of empowering consumers, Pepsi's sales grew by 8% versus YAGO.
GREAT CAUSE CAMPAIGNS // SAPPHIRE
Campaign: Who Deserves the Pepsi?
Advertiser: PepsiCo
Agency: Impact BBDO Cairo
Country: Egypt
Executive Creative Director: Hussam Mourou
Creative Director: Hussam Mourou
Art Director: Rami El Kerdani
Copywritter: Karim Samir