MUSIC LANGUAGE OF GEN Z
Task
To develop a digital campaign that would rebuild Pepsi’s unique New Year’s territory for the young generation Z and present a new cans` design.
Challenge
The infospace is highly cluttered. And the main competitor historically and strongly occupied the NewYear’s territory. The challenge – to develop breaking through the clutter project that brightly lights up the New Year territory for the Pepsi gen.
Idea
So together with the brand we decided to say “Yes, sure” to the NewYear, new emotions andnew adventures!
Realization
While the main competitor was still using classic Christmas song and Santa, Pepsi brand spoke with the voice of the most trendy Ukrainian underground singer – Alina Pash. Alina Pash recorded a cool song-manifest to the New Year, a famous choreographer Sasha Leshchenko came up with movements and we launched dance challenge in TikTok. Yes,sure! What a holiday can start without music and dancing!
Thus, we said “yes” to the New Year in a bold and stylish way, drawing attention to Pepsi brand during festive rush, and found the music key to the Gen Z language and involved them in communication.
8 days of campaign:
- Views: 7.8 million
- ER 42,3%
- +7K Page Followers Pepsi in TikTok
