Pepsi-Cola Sugar-Free: K/DA Cross-Border Collision Two Major Events

Yi Liu, Stanley Tao, Collin Du

In the post-2020 epidemic period, Pepsi, which relies heavily on offline scenes and traditional entertainment stars to stimulate purchases, urgently needs to establish a connection with consumers through new "content & scenes", awaken consumers' drinking needs, and seize the double 11 period. The overall traffic bonus is activated from offline to online.

Case details

Brand: Pepsi Black Can

Brand owner: PepsiCo

Main agency: Mindshare China

Main agency holding group: WPP

Market launch: Mainland China

Industry: Beverages

Media Channels: Outdoor (Outdoor Billboard), TV (OTT Smart TV), Sponsorship (Other - Game IP), Influencer (Virtual Idol/Virtual Influencer), Interactive/Online (H5, Online Display Advertising, Online Video Advertising) , social media, e-commerce platforms), others (packaging & design, in-store-point-of-purchase, brand/product placement, content marketing, brand crossover/joint marketing)

Budget: 8-10 million

Case Summary

In 2020, in the post-epidemic period, Pepsi-Cola needs new content and scenarios to re-establish the connection between online and...

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