Results and Effectiveness

We had specific business objectives for the campaign period: • Increase total Pepsi Max case sales: 30% 600ml and 20% 1.5L (both YOY) • Increase Dorito’s Sales: 15% total The results: • Total 600ml Pepsi Max case sales +98% YOY • Total 1.5L Pepsi Max case sales +56% YOY Doritos Fire Corn Chips sold out of stock nationwide before the campaign had concluded. And, perhaps more importantly, no snacking injuries were reported during the campaign: further proof that the Safe Snacking message has resonated with Kiwis 

Creative Execution

To launch Safe Snacking Month on an unsuspecting public we needed a strong and convincing person to front the campaign. So we created our very own Safe-Snack-Spokesman, Glen the fireman, to become the public face of our campaign. His earnest and dead-pan delivery was of course highly amusing and helped encourage Kiwis to try the new taste sensation, but at the same time, to do so in a safe and responsible manner. A fully integrated partnership with NZ’s #1 youth channel TVNZ U allowed Glen to become a part of the channel with numerous live in-show appearances as well as a suite of different safety messages created for distribution across all of TVNZ U’s assets. To encourage participation we challenged Kiwis to send in PXTs of them practising safe snacking. We received some hilarious entries which became new content that helped to fuel the conversation even further.

Insights, Strategy and the Idea

A single-minded campaign was required to successfully launch a co-branded initiative between Pepsi Max’s new lime flavored cola and a seriously spicy Doritos corn chip. INSIGHT Our young 15-24 audience love taking risks and experimenting and experiencing new products. This is their social currency – they don’t want to miss out on the latest sensation. STRATEGY Turn the launch into an event that our audience felt they had to be a part of. By bringing together the contrasting benefits of each product – the hot spice of the corn chips and the refreshing coolness of the lime Pepsi Max – we hoped to tap into the curiosity of our audience to drive trial of both and not just one, product. IDEA Safe Snacking Month – a spoof fire safety campaign designed to promote safer snacking in the community.