Background: Pepsi has been a winner when it comes to advertising. It talks to the youth and taps the pulse of the generation. Whether it was â€˜Yehi hai right choice babyâ€™, Change the game or â€˜Oh yes abhiâ€™, Pepsi has always connected with the current trends. But Pepsi never tried to promote any social changes or dig deep into the subjective alteration of contemporary urban societies but always focused on two most important parameters; they chose the right celebrities and wrote the perfect taglines! So, as Pepsi was losing to other beverages in the market, it changed its philosophy of designing a campaign without compromising on the ad attributes. The â€˜Oh yes abhiâ€™ campaign was meant to target the youth – known for its impatience but with a positive attitude. They made impatience a virtue!
Challenge: Today fashion, fast food, automobile, beverage, mobile brands and many others are all fighting for the youthâ€™s share of mind, heart and wallet. In this fight, the iconic brand was dipping on youth scores.
a. Not connecting specifically with the youth â€˜as a tribeâ€™ but instead being more universal & all-encompassing
b. Moving from â€˜young & irreverentâ€™ to â€˜kiddish and frivolousâ€™
The concern was the fact that Coca Cola Indiaâ€™s top brands – Sprite, Thums Up and Coke were focusing on the youth in messaging and positioning. This wasnâ€™t a case of market share being challenged this time; what worried Pepsi was that in a category like Cola (where image is everything) losing â€˜youth salienceâ€™ to other marketers spelled trouble.
The Big Idea:
While Thums Upâ€™s world was of hyper-masculinity (body), Coca Colaâ€™s about happiness (heart), and Spriteâ€™s was of mental smarts (mind), Pepsi decided to own the bold irreverent ‘Spirit of youth’ by making impatience a virtue!
Strategy: Pepsi carried out a series of research throughout 2012 to understand the pulse of the Youth that showed:
a. The young believe that the present is exciting and acting â€˜Nowâ€™ leads to a better â€˜Nextâ€™
b. Today, a surfeit of opportunity to experience life has created an increased â€˜Fear of Missing Outâ€™ thereby fuelling the need to â€˜Make the Most of Nowâ€™.
Now, Brand Pepsi had to make the most of this phenomenon. In India, Pepsi has been its best whenever the brand challenged an existing order or an existing convention, whenever the brand gave a license to the youth â€“ gave them a mantra to live by.
So, while the youth are â€˜impatient to make the most of nowâ€™ and the adults â€˜frown at their restlessnessâ€™, Pepsi sided with the youngsters and chose to stoke this â€˜canâ€™t wait attitudeâ€™!
Creating a New Youth Anthem
Pepsi created an â€˜Anthemâ€™ for a TV Commercial â€œOH YES ABHIâ€ that aired across multiple youth and general entertainment channels. The TVC used celebrities like Ranbir Kapoor, Priyanka Chopra, M.S. Dhoni as well as regular youngsters to show how oneâ€™s impatience to act now and following oneâ€™s heart helps make the â€˜here and nowâ€™ exciting. Celebrities were carefully chosen to be the ones who had achieved a lot early in their respective careers and with their bold, dynamic all-new look. â€˜NOWâ€™ was dazzlingly captured.
Pepsi wanted to evoke urgency for ‘NOW’ through digital – where the target audience resides. With a series of contests and conversations, it encouraged people to act â€˜Nowâ€™!
- #CANTWAITABHI: It asked people to show their impatient side by telling what was that they canâ€™t wait to do using #CantWaitAbhi on Twitter. All impatient wishes were curated in a virtual Pepsi bottle on our microsite. Pepsi made the most impatient usersâ€™ wishes come true.
- Â PEPSI MUSIC ABHI: Indiaâ€™s first on-demand online concert engaged music lovers across the nation
- Â PEPSI SHOT 60: Make the most of your impatience! Pepsi Shot 60, the shortest short-film making competition, gave users 24 hours to shoot, edit and submit a 60 second film.
GROWTH % (BETWEEN PRE- AND POST CAMPAIGN)
DIGITAL NOT ONLY COMPLEMENTED THE MAINLINE CAMPAIGN BUT ALSO SPEARHEADED ENGAGEMENT
|Over 60 MILLION IMPRESSIONS Â Â Â Â Â Â Â Â Â Â Â Â Â Â More than 1.4MN YOUTUBE VIEWS Â Â Â Â Â Â Â Â Â Â
40% INCREASE in Facebook fan base Â Â Â Â Â
30% MORE FOLLOWERS ON TWITTER Â Â Â Â
By Gunjan Verma