Pepsi: Pepsi x Rapviet – the hip to the hop launch

Anh Vu, Trac Tran, Trung Tran

Pepsi, the soft drink brand, carried out a campaign to fuel category growth in Vietnam.

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...

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