Pepsi: Redefining the routine soap opera

This case study describes how soft drink brand Pepsi created a digital soap opera to build brand love and grow in Colombia.

Campaign details

Brand: PepsiBrand Owner: PepsiCoLead Agency: Sancho BBDOContributing Agencies: OMD ColombiaCountry: ColombiaIndustries: Carbonated soft drinksMedia Channels: Content marketing, Online display, Online video, Public relations, Social media, TelevisionBudget: Up to 500k

Executive summary

In Colombia, as in most Latin American countries, cultural leisure and entertainment is flooded with repetitive soap operas, featuring rich heartthrobs and humble young ladies that fall for them. These are always broadcast via traditional national TV, always at the same time and on the same channel.

Pepsi generated digital and transmedia...

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