Brand owner: Suntory PepsiCo Vietnam Beverage
Lead agency: Mindshare Vietnam
Contributing agencies: Happiness Sai Gon
Industries: Carbonated soft drinks
Media channels: Events & experiential, Livestreaming, Merchandise & free gifts, Mobile & apps, Online video, Packaging & design, Public relations, Social media, Websites & microsites, Word of mouth, advocacy
Budget: 500k - 1 million
Pepsi has been present throughout every epic moment of young people's lives; however, fierce competition has challenged its iconic brand status. In this milestone 120th anniversary year, Pepsi's mission was to regain brand love by reinforcing its position as a leading brand for youth.
The big idea, 'Pepsi – the choice of generations', was created to celebrate the best moments from the past, build new iconic moments for today, and set the stage for a new future, making Pepsi the choice for decades to come. This would be achieved by creating limited-edition, trendy and iconic fashion merchandise which leveraged retro Pepsi packaging designs. The campaign's key hook was to use this retro packaging to catch the attention of young people who are always craving new styles, and currently enjoy the retro trend.