THE LESSON - A PEPSI MINI SERIES

TitleTHE LESSON - A PEPSI MINI SERIES
BrandPEPSICO INDIA
Product / ServicePEPSI MINI CAN
CategoryA03. Online: Fiction & Non-Fiction
EntrantJ. WALTER THOMPSON INDIA New Delhi, INDIA
Idea Creation J. WALTER THOMPSON INDIA New Delhi, INDIA
Idea Creation 2 CURIOUS Mumbai, INDIA
Production CURIOUS Mumbai, INDIA

Credits

Name Company Position
Karan Amin J Walter Thompson Senior Creative Director & Head of Digital
Harsh Maheshwari J Walter Thompson Copy Supervisor
Nikhil George J Walter Thompson Creative Director
Dushyant Chopra J Walter Thompson India Senior Creative Director - Art
Vivek Kakkad Curious Films Director
Babita Baruah J Walter Thompson India Senior Vice President & Head PO1, JWT
Senthil Kumar J Walter Thompson India Chief Creative Officer
Jaibeer Ahmed J Walter Thompson VP & Client Services Director

The Campaign

MINI CONTENT: The Pepsi Mini Series play out life lessons in a fun way with the brand’s trademark witty twist and humour. A three-part Pepsi Mini Series delivers life-lessons through a game of Pepsi Mini Cans setting the moral of every story. "Never underestimate the power of little things”, says the protagonist Mr. Can to his right hand man Mr. Cornell with his Pepsi Mini Can when the penny drops at the end of every episode.

Creative Execution

BIG EXECUTIONS : An episodic conflict resolution series to explain three basic character traits in every potential hire by the HR department of the Mob but told in a uniquely refreshing manner through Mr. Can and his honest Right Hand Man Mr. Cornell. The 03 episodes on Honesty, Loyalty & Quality deliver life-lessons with a stack of Pepsi Mini Cans at the heart of every moral story.

BIG RESULTS: 5 Million+ organic views online via YouTube & Facebook. 72% of viewers completed watching all 3 episodes at the same time. Over 45% were repeat viewers of the content. Featured in hundreds of online news websites, viral blogs and thousands of social shares. The Pepsi Mini Cans were sold out online within a week of the Pepsi Mini Series going live. Total reach is estimated at 10 million+ across the online and mobile audience from India.every moral story.

The Pepsi Mini Series play out life lessons in a fun Pepsi way with the brand’s trademark twist and humor. An episodic conflict resolution series to explain three basic character traits in every potential hire by the Mob boss but told in a refreshing manner through Mr. Can and his Right Hand Man Mr. Cornell. The 03 episodes on Honesty, Loyalty & Quality deliver life-lessons with Pepsi Mini Cans at the heart of every moral story. "Never underestimate the power of little things” says the protagonist with his Mini Can when the penny drops at the end of every episode.

MINI STRATEGY: The communication strategy to launch the Pepsi Mini Can in India was to move from traditional advertising to digital content. The only differentiator was in the format of the mini serve (150ml) and therefore the format of communication needed to be different to drive consumers to the content and therefore drive them to try the new Pepsi Mini Can.

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