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...