Pepsi Greataste Show

Pepsi – brand #2 in Belarus. In 2023-2024 the rebranding took place all over the world including Belarus. Our targets were Gen Z and Millennials. Gen Z like the taste but have no strong bond with the brand, while Millennials feel equal nostalgia for both Pepsi and its main competitor.

Проблема

Globally, Pepsi’s rebranding was a big event. In Belarus, Gen Z know only one logo, and Millennials switch easily to the competitor — nostalgia doesn’t care about brands. Our challenge: create buzz for Gen Z without nostalgia, and win Millennials back to Pepsi.

Решение

We launched the Instagram* (*соцсеть запрещена в России, принадлежит Meta, признанной экстремисткой и запрещенной в РФ) battle Pepsi Greataste Show. Four popular bloggers took on the personas of legendary pop icons from different generations and competed for the title of Greataste Legend Ever. For additional reach, we duplicated each episode of our show on Pepsi's TikTok account.

Результаты

The Pepsi Greataste Show has become one of the brand's most successful projects and one of the brightest campaigns of this summer.

Sales

+13% sales July '24 vs June '24

+16% July '24 vs July '23 (+4% to plan)

+17% August '24 vs August '23 (+5% to plan)

Strengthening Pepsi's Market Position

According to Nielsen, Pepsi's RMS increased its position by 5 percentage points in July 2024 compared to June 2024 (+4 p.p. to plan). Meanwhile, the market share of the main competitor decreased by 3 percentage points. This indicates positive trends in sales and strengthening market positions.

A related positive result is +2 p.p. RMS for Pepsi Zero (July '24 vs June '24).

Reach

Instagram* (*соцсеть запрещена в России, принадлежит Meta, признанной экстремисткой и запрещенной в РФ) media reach – 2,542,643 (160% of plan achieved)

TikTok media reach – 1,637,490 (160% of plan achieved)

Engagement

We anticipated success, but the engagement and activity of the audience exceeded our boldest expectations!

New subscribers – 128% of plan

Audience engagement (interest in the account during the campaign) – 343% of plan

Viewer votes – 138% of plan

Promotion budget – 69% of plan