go to top
Joined PepsiCo to create unified programs
combining global marketing campaigns, lifestyle licensing,
new product launches, tent pole events, and new content models.
A CASE STUDY IN INNOVATION : THE PEPSI FUTBOL CAMPAIGN
With broadcast TV and interactive conceived as one,
and the interactive spot served as the hub for all content and activations,
including films on artists’ collaborations, making-of footage from the spot, and product.
The interactive film broke YouTube engagement records
and the TV campaign beat Nike and Coke in global consumer polls.
IN UNDER TWO YEARS, THESE GLOBAL MARKETING INNOVATIONS HELPED PEPSI PASS DIET COKE IN MARKET SHARE FOR THE FIRST TIME IN FOUR YEARS, RETURNING IT TO #2 IN THE CATEGORY.
Street artists from the countries of our top players(Lionel Messi, Sergio Agüero, Robin van Persie, Jack Wilshere, David Luiz and Sergio Ramos) collaborated with an iconic photographer, creating six spectacular 10-foot by 10-foot canvases to represent the vibrancy and spirit of the global game. The activation was amazing to watch :
The canvases were leveraged into global out of home,
including the world's largest billboard in Dubai,
and across all in store and packaging materials.
Then, products by Original Penguin, Bang & Olufsen, Gents, Goodlife, Del Toro, and Shut were developed from the art.
Carried in Colette in Paris, Bloomingdale's in America, Liberty of London, and 750 stores worldwide,
it sold out twice.
Licensing revenue topped expectations, and the press said memorably:
“the collection looks great--a far cry from heavily branded swag sitting at the bottom of many drawers.”
The year-long campaign was teased six months in advance with this one spot,
featuring Lionel Messi.
To everyone's surprise, it ended up being the most successful sales driving spot in nearly a decade, globally.
We also launched innovations in social responsibility,
with the announcement of Pepsi sponsored solar carts
for regions without electricity or means to start businesses.
Immediately on the heels of World Cup,
we relaunched 7Up after a seven year hiatus
with a campaign focused on individuals who lived outside the norms.
It is still running, globally, to this day.
BACK TO PROJECTS
Copyright LANDIS SMITHERS 2017