The Brief

The brand aimed to introduce the new plastic bottle of Pepsi (345ml), which has been replaced the long-familiar glass bottle. Drinking cola together with any kind of food became a culture of the Thais. As a first-mover in the market, Pepsi has registered itself as part of this culture forever since. As time goes by, much more products have entered the market – Pepsi became just one of the choices. Our challenge is to re-introduce Pepsi and bring back a position of food-culture-icon.

Describe how the promotion developed from concept to implementation

We realized 'Selfie' with food became a big fad in Thai pop-culture, it happens everywhere from high-end restaurant to street-food-shop. How nice if we could blend in our brand and once again own these food Selfies moments. Enter the mouth-watering ‘Wow’ app as a way of re-introducing the eating behavior for Thai youngsters to enjoy genuine food preferences with its new bottle. By snapping photos in front of the webcam, the app randomizes Thailand’s very own authentic and favorite dish recommendations to match the Pepsi skin as a new way to reintroduce the Pepsi product into the social media network.

Describe the success of the promotion with both client and consumer including some quantifiable results

More than just hype, Pepsi Ten was a bubbling success symbolizing newness and bringing fun into lives of teenagers. Not just a selfie, it brought back old-school Pepsi moments such as ex-presenters – Thailand’s own Miss Universe and Michael Jackson. Within 4 weeks, the campaign yielded significant results. - Microsite: 97,275 unique visitors (+186%), 200,139 page views (+194%), - New 74,506 Facebook likes (+89%), 173,095 Facebook video views (+461%), 473,440 engaged users (+25.5% of total fans), 1,474,248 impressions, average 17,000 users engaged per day - 10,429 pictures uploaded and shared through 6,701 participants - 215,759 pre-roll add reach (+110%)

Explain why the method of promotion was most relevant to the product or service

Pepsi cola plays an important role in Thai food culture for many years. It is unusual for Thais to order a favorite outdoor/street dish without a cola beverage known as the refresher, social status pointer, and food highlighter. Pepsi hoped to be again recognized in Thailand’s eating behavior and food culture through its new NR (the non-returnable bottle design in plastic) as a tool to bring back the same old drinking experience with a modern twist from the traditional glass bottle to hip plastic bottle. Our approach was to take them through the journey of the ‘Pepsi Effect’.