Pepsi x Rapviet: The hip to the hop launch

Pepsi, a soft drink manufacturer, launched a campaign in Vietnam to excite the audience with zero sugar in the cola segment and win TOM.

Campaign details

Brand: Pepsi Zero CaloriesLead Agency: MINDSHARE VIETNAMRegion: APAC

Strategy

Objective

For years, Pepsi has always attempted to bolster brand image to young and trendy consumers throughout partnership with top music stars. However, in 2020, as COVID-19, consumers are more likely to stay home, leading to many artists shifting to reality music shows to better serve home-entertaining purpose. During this time, Pepsi desired to find an effective way to connect with "gen Z" interest for the impactful launch of Pepsi Zero Calories.

Target Audience

With this campaign, Pepsi's main target audience is the young...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands