Creative Execution

Pepsi invented a massive food event in the centre of Bangkok, where 50+ recommended restaurants by Wongnai.com, including street food, food trucks were invited to participate. The campaign was promoted digitally through a specially created branded content-section named Wongnai.com/pepsidishcovery as well as through the other online marketing channels. The section offers a recommendation of 100+ chosen menus across Bangkok restaurants, street foods, and food trucks. It also acts as an open space for anyone to endorse or even write a review by themselves. #PepsiDishCovery was created allowing people to share newly discovered dishes to the nation via Instragram and Facebook.

The campaign has been digitally talked and shared by every group of targets. It also brought back the same old Pepsi lovers to live their moments with activities. Achieving more than 4,000 picture-stories uploaded and shared. Brand love score of Pepsi went up by 4 point-scale, where Food and Pepsi are now re-associated: • Association score with food has been increased by 6 point-scale • 100% of event participants mentioned on the association between Pepsi and food. The crowd-source/pictures uploaded became a location tracker* for Pepsi sales/trading team to approach new local restaurants. And sale value of Pepsi has grown by 45%* compare to the same period of last year.

Thai people love to eat! They eat with their friends, They eat with family. They eat whatever it is a street food or a Michelin Stars Restaurant The research also revealed a strong sense of association between the Thai food culture and a cola drink that it is unusual for the Thais to eat without iced-cola. To them, cola drink is not limited to refreshment, but once it blends with the food while eating, it makes the food tastier. The latest fad of behaviours; they eat, they snapped food picture and share over socials In order to capture the attention of the Thai urbanite, who spends more than 70% of their times outside, using their smart phones to connect with family and friends over social network. We created a branded experiential and crowd-source activities that linked together Pepsi, Food, and picture, then highlighting with the sense of every day celebration.