Campaign details
Brand: PepsiBrand owner: Suntory PepsiCo Vietnam BeverageLead agency: Mindshare VietnamCountry: VietnamIndustries: Carbonated soft drinksMedia channels: Merchandise & free gifts, Product placement, Sponsorship - media, Social mediaBudget: 500k - 1 million
Executive summary
For years, Pepsi always found a way to connect with the youth through music.
In Vietnam, 2020 witnessed an emerging trend of self-expression particularly among gen Z in the form of Rap. However, historically, rap had been an underground culture… with limited acceptance in the mainstream.
Pepsi knew one thing about Gen Z...