Gift It Forward
When Pepsi asked us to help launch their “Gift It Forward” holiday campaign, we knew what we had to do. Dethrone the “Holidays are Coming” King, Coke’s Santa Claus, for someone more relevant. Cardi Claus. And with her arrival came the one thing people ACTUALLY want during the holidays…CASH!
World Pride NYC
Working with World of Wonder, we created an Instagram story that captured all of the grandeur of World Pride in NYC. The following is the supercut of individual videos released by the queens week to week. This was meant to simulate the roadtrip the wig had to take across the US to get to the pride parade.
#Summergram
Working together with Instagram, we wanted Pepsi to make sure people get out and live their "Best. Summer. Ever." Pepsi #Summergram introduced hundreds of customized AR filters, digital stickers, and good ole fashioned OOH to help consumers elevate their social media game throughout the summer.
Some Instagram screengrabs from our launch event, featuring coverage of bottle artwork-inspired floats, posts from
Chrissy Teigen & DJ Khalid and an instructional vid for scanning the bottles and unlocking the AR effects.
Results
From May 19th through August 10th, Pepsi combatted category headwinds and struck a cultural chord that generated staggering attention and planted Pepsi at the center of summer fun for millions of consumers.
Pepsi 20-ounce SKUs gained 0.23 points of share from equivalent competing SKUs
Improved velocities +6% on 20oz versus pre-program
Improved inventory on display +44% on 20oz versus pre-program
Improved number of displays +21% on 20oz versus pre-program
Grew sales by over 4% over pre-program
Doubled summer sales versus key competitor
Holistically increased brand perception
Earned 1BN+ social impressions