The Campaign

Pepsi Pinas is the first cola the brand has ever named after a country. It is a limited edition blue cola, designed to stand for nationalism and Filipino pride. It was targeted to be on shelves for a short time only so the brand needed a campaign that would rapidly build awareness, patronage and affinity for it. Given the minimal budget, the work needed to be engaging enough to turn viewers into human media channels. To do this, we created a campaign that would celebrate Filipino pop culture through a parody of classic action films.

Success of the Campaign

Pepsi’s video quickly surpassed their direct competitor’s most viewed video in just 4 weeks. The brand’s FB community shot up by 62% and revived participation from 300 daily active users to almost 4,000. Without a PR push, the campaign earned triple the media it spent from online news sites, bloggers and press. A 300% spike in Philippine Google searches was seen for Pepsi during the campaign period. Sales forecast for Pepsi Pinas was up +144% in convenience stores. Coincidentally, a few weeks after the campaign, a proposal was made in the Senate to hold a Manila film fest celebrating action films.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We brought back the goons in denim jackets, explosions and heroic one-liners. Lines such as, “Gawa na ang kabaong ipaglilibingan mo” (The coffin you’ll be buried in has been made). Hand-painted movie posters of “Sa Akin Ang Pinas” were released as teasers. The 2-minute spot launched online and aired the next day. For engagement, the characters were brought to life on Facebook in a team hero versus villains way. Posters and online banners were implemented to push viewing and sharing. A promo was also launched, asking consumers to upload their own action movie poster.