Pepsi Promo, Case study PEPSI PROMISE by BBDO Buenos Aires

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PEPSI PROMISE

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency BBDO Buenos Aires
Released September 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: PEPSICO
Product/Service: PEPSI
Executive Creative Directors: Ramiro Rodriguez Cohen / Rodrigo Grau (BBDO Argentina)
Account Director: Daniel Albamonte (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Head of Production: Luli Dragan (BBDO Argentina)
Account executive: Cecilia Pacífico (BBDO Argentina)
Art director: Josefina Casellas (BBDO Argentina)
Advertisers' supervisor: Federico Blutghen / Santiago Murray / Ubaldo Aguirre (Pepsico Argentina)
Media placement: PR- Mailing - “naked” Bottles Of Pepsi Delivered To Journalists And Key Social - June 17, 2010
Media placement: PRINT - Sports National Newspapers (Clarin, Olé, La Nacion) - June 20, 2010
Media placement: OUTDOOR - Billboards & Bus Shelters - June 21, 2010
Media placement: DIGITAL - Facebook & Website (Www.elgrandesnude.com) - June 22, 2010

Summary of the Campaign
Every 4 years there’s an opportunity for football fans: The World Cup.
Like all Argentines, Pepsi is a fan. But Pepsi wasn’t an official sponsor.
Therefore: we couldn’t use words like World Cup, Selection nor South Africa 2010.
Pepsi wanted to show its support as “one more” but couldn’t do it as “one more”.
Until Diego Maradona promised to run naked around the Obelisk if Argentina won the World Cup.

So we decided to stand by him. If Argentina won the World Cup, Pepsi, for the first time in history would be sold naked, without a label, for a month.
Pepsi promised: "If the coach goes naked, we will, too."
We gave 300 samples of the “naked” bottles of Pepsi to key social influencers and made public our promise. Then we invited the Argentines to join us and get naked on facebook. 14,000 people nudified their profile. Everything was all set in case Pepsi had to go naked. But we only got to the quarter finals.

Results:
1- Pepsi became one of the 4 brands most associated with the World Cup
(the other 3 were official sponsors).
2- We received USD 720,000 in free media.

The Situation
Pepsi is an irreverent brand when it comes to running a communication campaign in Argentina and this time wasn’t the exception. Every 4 years there’s an opportunity for football fans: The World Cup.
Argentines are very passionate regarding football and usually the Argentine Team is one of the favorites to win the World Cup. It is a very important moment for brands to connect with consumers in an emotional way.
Unfortunately Pepsi wasn’t an official sponsor, therefore, we couldn’t use words like World Cup, Selection or South Africa 2010. Pepsi wanted to show its support as “one more”.

The Goal
Pepsi wanted to connect with Argentines at that special moment, but wasn’t an official sponsor of the FIFA World Cup, so there were many limitations holding us back at the moment of communicating anything related to football.

The Strategy
The public statements of world renowned Argentine coach Diego Maradona were the starting point of our campaign. He stated that he would run naked around the Obelisk if Argentina won the World Cup. So crazy, we decided to stand by him. If Argentina won the World Cup, Pepsi, for the first time in history would be sold naked, without a label, for a month. Pepsi promise: "If the coach goes naked, we will, too."
Pepsi is a brand that is historically related to sports events and celebrities in Argentina. Also, it's an irreverent brand when it comes to running a communication campaign in our country. This time wasn’t an exception. The "Pepsi promise" campaign was only possible because there was a combination of a country with football fever, an eccentric and popular coach and a brand that always dares for more.

Execution
- We sent 300 samples of the “naked” bottle of Pepsi to journalists and key social influencers.
- We made public our promise through an OOH and print campaign.
Our promise was heard around the country immediately.
- We invited the Argentines to join us and get naked where everybody gets exposed: on facebook.

Everything was all set in case Pepsi had to go naked. But Argentina only got to the quarter finals.

Documented Results
1- 14,000 people nudified their profile on Facebook spending an average of more than 6 minutes in our website.
2- We received USD 720,000 in free media.
3- Pepsi became one of the 4 brands most associated with the World Cup (the other 3 were official sponsors).