BLACK CAN by Proximity BBDO Brussels for Pepsi

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BLACK CAN

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Industry Soft Drinks
Media Promo & PR
Market Belgium
Agency Proximity BBDO Brussels
Released April 2010

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: PEPSI
Product/Service: PEPSI MAX
Agency: PROXIMITY BBDO
Date of First Appearance: Apr 9 2010 12:00AM
Entrant Company: BBDO BELGIUM, Brussels, BELGIUM
Entry URL: http://awards.microsite.be/PepsiMax/BlackCan
: Proximity BBDO Team
: VVL BBDO
: N BBDO
Media placement: Bannering - Online - 9 March 2010
Media placement: Website - Online - 9 March 2010
Media placement: Sampling - POS - 9 March 2010
Media placement: Radio - Radio - 9 March 2010
Media placement: TV - TV - 21 March 2010
Media placement: PR - PR - 9 March 2010
Media placement: POS - POS - 4 April 2010
Describe the objective of the promotion.
Belgian youngsters are prejudiced towards Pepsi Max, Pepsi's Diet Cola. Not because they don't like the taste of it. They just aren't familiar with Pepsi because they never try it. And 'unkown makes unloved.' Althought tests made clear that most of the youngsters who did taste Pepsi Max, do love the taste and the brand. Making the primary objective of the promotion: Let youngsters taste Pepsi Max.
Describe how the promotion developed from concept to implementation
If youngsters don't want to taste Pepsi Max, cause they're convinced it isn't cool to do so, let them taste and rate another, unknown cola brand and reveal afterwards it was actually Pepsi Max they were drinking. We launched a complete new brand called 'The Black Can'.Teasing radio commercials, banners, and coverage on youngsters’ TV channel invited youngsters to dive online into The Black Can experience and to taste it with their eyes ánd ears. After this virtual trip, people could taste it for real at various tasting locations, where they were invited to rate the brand.
Describe the success of the promotion with both client and consumer including some quantifiable results
Like it or not? With a simple text message, youngsters opinion were registered. Enabling us to come up with an astonishing result in the reveal phase : 73% likes The Black Can, meaning likes Pepsi Max.Over 60.000 people tasted The Black Can. More than 110.000 people visited the site. The story was picked up in most Belgian newspapers. Both in teasing and reveal phase. On blogs, twitter and fora people were guessing which cola was behind The Black Can. And last but not least, most youngsters liked Pepsi Max.
Explain why the method of promotion was most relevant to the product or service
By launching a new brand, we smartly dealed with prejudice Belgian youngsters had towards Pepsi Max. It was the only way to let them judge the Pepsi taste in a youngster friendly environment. By linking the very positive tasting results with Pepsi Max afterwards. The prejudice against Pepsi Max could be dispelled.