Pepsi Promo, Case study REFRESH YOUR HOLIDAYS by J. Walter Thompson San Juan

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Industry Soft Drinks
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Director Angel Traverso
Art Director Andrés Justo
Copywriter Lixaida Lorenzo, Pablo Torres
Released November 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: PEPSICO
Product/Service: PEPSI
Date of First Appearance: Nov 29 2010
Vice President, Regional Creative Director: Jaime Rosado (JWT San Juan)
AC Director/Copywriter: Miguel Fernández (JWT San Juan)
Interactive Creative Director: Manuel Torres (JWT San Juan)
Copywriter: Pablo Torres (JWT San Juan)
Copywriter: Lixaida Lorenzo (JWT San Juan)
Art Director: Andrés Justo (JWT San Juan)
Director: Angel Traverso (Latitude 18 Films)
Production Company: Latitude 18 Films (Latitude Films)
Agency producer: Noro Sebastián (JWT San Juan)
Sound engineer: Carlos Dávila (JWT San Juan)
Media placement: TV - Univision Puerto Rico - November 26, 2010

Insights, Strategy & the Idea
We were challenged to create a Holiday campaign in Puerto Rico that brought Pepsi’s global brand positioning to life in a local way. Our goal was to add branded content that would help increase our perceived value to compete with Coca Cola’s lower price.
Pepsi “Refreshes Everything” around the world, in Puerto Rico we decided to refresh “La Bomba” the island’s most famous Christmas carol. In between each chorus it suddenly stops and one of the carollers is singled out to recite a verse. Tradition demands four octosyllabic verses in ABAB rhyme structure called a “Bomba”.
If you deliver a great Bomba, you are the life of the party.
If you fail, you face the dreaded alternate chorus, a single but devastatingly blunt little phrase that became the insight for our campaign: “No Sabe Ná” which translates to “you know nothing.”

Creative Execution
We created a toll-free hotline named after the dreaded chorus: 1-86-NoSabeNA or 1-86-YouKnowNothing Puerto Rico’s first “Bomba” generating service. Musicians were standing by 24/7 to generate a “Bomba” and help Puerto Ricans avoid the embarrassment of “Knowing Nothing” or “No Sabe Na.” The hotline allowed callers to listen to their bomba, receive it as a text or download it as a ringtone. The service was advertised on POP, Outdoor, Live Radio Integrations, TV and millions of specially labelled packages of Pepsi, which made sure that the number was always handy at any party where a “Bomba” was needed.

Results and Effectiveness
Pepsi refreshes everything in many ways around the world, in Puerto Rico, our hotline refreshed holiday music through more than 260,000 calls in just 5 weeks, while reinforcing the brand’s global positioning.