WORDPLAY by TBWA\Chiat\Day Los Angeles for Pepsi

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WORDPLAY

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day Los Angeles
Creative Director Brett Craig, Joe Shands
Art Director Scott Brown, Lori Mcmichael, Jonathan Granewich
Designer Donny Smith
Released July 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: PEPSI
Product/Service: PEPSI
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Creative Director: Brett Craig (TBWA\Chiat\Day)
Creative Director: Joe Shands (TBWA\Chiat\Day)
Design Director: Erik Miller (TBWA\Chiat\Day)
Art Director: Scott Brown (TBWA\Chiat\Day)
Art Director: Lori McMichael (TBWA\Chiat\Day)
Art Director: Jonathan Granewich (TBWA\Chiat\Day)
Designer: Donny Smith (TBWA\Chiat\Day)
Media placement: Pepsi Bottles - National Walmart Stores - 1 July 2009

Describe the challenges and key objectives
Despite economic setbacks, 2009 was a year of optimism and renewal for the country. Pepsi, a brand that’s always been in tune with the times, wanted to tap into the positive energy and thirst for change of its drinkers. So instead of a simple summertime theme, an area regularly occupied by Coke, we focused on the can-do spirit and feeling of togetherness our audience takes pride in.

Describe the brief from the client
Every year, Pepsi teams with Wal-mart for a limited run of fun, collectible aluminum bottles to celebrate the summer season. For the first time in 2009, clients asked us to submit designs based on a theme taken from an advertising idea, the iconic “Word Play” outdoor billboards and TV spots. They hoped to translate the energy and optimism of these simple, colorful messages into keepsake Pepsi bottles available on shelf.

Describe how you arrived at the final design
Final designs were inspired by “Word Play” campaign and featured words that were very appropriate with the times, and especially synergistic with Walmart’s American Summer theme. We developed a series of six designs featuring words like “Everybody,” “Together,” “All for One,” “One for All,” “LOL” and “Joy.”

Give some indication of how successful the outcome was in the market

Wal-Mart sold more Pepsi “Word Play” bottle cans than they have sold in the past. Velocity was very strong – these sold 2X as fast as NFL bottle cans. Bottle cans resonated very well with Wal-Mart shoppers in qualitative and quantitative testing; consumers thought they were ‘cool’, ‘cute’, ‘fun’. Currently, “Wordplay” bottle cans are selling on EBAY for $29.00 a set! Competitive Dr Pepper bottle selling for $4.00. We also gained positive buzz via blogs and collector sites.