They’re back
Pepsi
During the 2021 Copa América, and in the middle of the Covid 19’ Pandemic, we stole the attention of the fans, in a tournament that we didn’t sponsor.
For that, we hacked one of our competitor’s key soccer archetypes and turned it into a strength for Pepsi. We also built awareness around a socially relevant cause, in Pepsi’s own effervescent way.
Disciplines
/ BRAND STRATEGY
/ CONTENT STRATEGY
/ COMMS PLANNING
/ CONVERSATIONAL COMMERCE STRATEGY
/ BRAND EXPERIENCE
/ DIGITAL CONTENT
/ PRODUCTION MANAGEMENT
Collaborators
/ PRIMO
During the 2021 Copa América, and in the middle of the Covid 19’ Pandemic, we stole the attention of the fans, in a tournament that we didn’t sponsor.
THE PLAYERS WERE BACK.
THE REFS WERE BACK.
THE BALL WAS ROLLING AGAIN.
BUT WE WERE MISSING THE “PEPSICOLERS”.
HACKING
THE
COMPETITION
It was a brand experience which turned interactions with consumers into real transactions. Also, through a very Argentine passion, it connected Pepsi with soccer fans once again.
VISITS
TO
THE
BRAND’S SITE.
CONSUMERS
ORDERING
PEPSI
THROUGH
APPBAR.
AWESOME
UPRISE
IN
BRAND
SENTIMENT.
CLIENT
PEPSI
JUNE
2021
WE DIDN’T ONLY GET THEM BACK TO WORK, WE ALSO GOT EVERYONE TALKING ABOUT PEPSI WITHOUT ACTUALLY SPONSORING THE CUP.
Credits Advertiser: Pepsico. Product: Pepsi. Chief Creative Officer: Ariel Serkin, Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Executive Creative Director: Mariano Gamba & Rodrigo Greco. Creative Director: Gustavo Botte Y Zacarías Kesselman. Head Of Production: Coqui Gimenez Uriburu. Project Manager: Berenice Sotelo. Production House: Primo. Director: Santi Dulce. Director of Photography: Mariano Monti. Executive Producer: Ale Di Michele. Producer: German Lentini. Post Production Coordination: Sebas Lopez. Editor: Paula Baialardo. Sound Mix: Papapost. Color: Alejandra Lescano. Postproducción/vfx: Primo Post. On Line: Primo Post. Soundtrack: Papamusic Advertiser: Martín Watson, Ignacio Segade, Laura Belatti, Belén Ferreccio, Gonzalo Muente, Nicolás López Marti, Carlo Espinoza & Marianela Frick. Producer By Advertiser: Gonzo Lemos.