Pepsi, one of the world’s leading beverage brands, has been in the spotlight for decades. However, in recent years, the brand has faced some challenges, particularly among younger generations who are increasingly health-conscious and concerned about the environmental impact of their purchases. In response to these concerns, Pepsi launched its “Is Pepsi OK?” campaign, aimed at rebranding the company as a socially responsible and environmentally friendly alternative to its competitors. This case study will examine the effectiveness of this campaign and provide insights into how it has impacted Pepsi’s brand image.
Pepsi, a mainstay in the Super Bowl arena, aimed to tackle a common perception: being seen as the “lesser cola” compared to Coca-Cola. Their 2019 campaign, “Is Pepsi OK?”, aimed to flip this script, showcasing Pepsi as a bold, refreshing, and undeniably “more than OK” beverage.
Background:
In 2019, Pepsi faced a decline in sales, primarily due to changing consumer preferences. The rise of healthier alternatives and growing awareness of the negative effects of sugary drinks led to a decrease in demand for Pepsi’s signature soft drinks. Additionally, the company faced criticism for its contribution to plastic pollution and its impact on the environment. To address these issues, Pepsi introduced its “Performance with Purpose” vision, which focused on creating sustainable products, reducing waste, and promoting healthy living. The “Is Pepsi OK?” campaign was born out of this vision, with the goal of communicating the company’s commitment to social responsibility and environmental stewardship.
Key Strategies:
High-Profile Super Bowl Ad: The heart of the campaign, this ad featured comedic legend Steve Carell hilariously responding to the “Is Pepsi OK?” question with an emphatic “No!” followed by appearances from music superstars Cardi B and Lil Jon, who emphasized Pepsi’s coolness and invigorating taste.
Celebrity Power: Employing a star-studded cast like Carell, Cardi B, and Lil Jon added excitement, memorability, and cultural relevance to the campaign, making it resonate with a wider audience.
Humor: The lighthearted approach disarmed potential criticism and made the campaign relatable. Viewers laughed with Pepsi, not at it, making the brand seem approachable and fun.
Multi-Channel Experience: Pepsi went beyond the ad, engaging fans through multiple channels, creating a cohesive and immersive campaign experience.
Campaign Elements:
Super Bowl Ad (“More Than OK”): The central piece, featuring Carell, Cardi B, and Lil Jon, directly addressed the “Is Pepsi OK?” question and showcased Pepsi’s refreshing attributes through vibrant visuals and energetic music.
Social Media Activation: Hashtags like #MoreThanOK and #PepsiSuperBowl fueled online conversation and fan engagement. Fans shared their own reasons why Pepsi was “more than OK,” creating a sense of community and brand advocacy.
“Planet Pepsi” Party: An exclusive concert event in Atlanta featuring chart-topping artist Travis Scott and live-streamed online, bringing the Pepsi experience beyond the physical limitations of the stadium and into living rooms across the country.
Pepsi NFL Rookie of the Year Award: A fan-voted award with a celebratory brunch party and performances by popular artists like Lil Jon and Bryce Vine, further engaging football fans and strengthening Pepsi’s association with the NFL.
Limited-Edition Football-Shaped Pepsi Cans: These collectible cans, given away on social media and available in Atlanta retailers, added a playful touch to the campaign and generated excitement among fans.
“Pepsi Paints Atlanta Blue”: Extensive outdoor advertising across the city, from billboards and train stations to store fronts and even projection-mapped buildings, cemented Pepsi’s presence as the official soft drink of Super Bowl LIII and created a visually impactful campaign in the heart of the event.
Restaurant Partnerships: Collaborations with local Atlanta restaurants offered special promotions and giveaways, extending the campaign experience beyond the digital realm and directly engaging consumers at their favorite dining spots.
Results:
Viral Success: The Super Bowl ad garnered over 100 million views and sparked widespread online discussion, making Pepsi a trending topic and generating significant buzz.
Positive Sentiment: Brand sentiment on social media shifted significantly towards positivity, with fans expressing their love for Pepsi and its “more than OK” attitude.
Sales Increase: Pepsi reported a 4% sales increase in the weeks following the campaign, demonstrating the effectiveness of their marketing efforts in translating brand perception into real-world results.
Long-Term Impact: The “Is Pepsi OK?” slogan and the campaign’s spirit of boldness continue to be associated with the brand, establishing a lasting impact on Pepsi’s image and consumer perception.
Key Learnings:
Directly addressing brand challenges can be effective, especially with humor and star power. A well-crafted campaign can turn a perceived weakness into a memorable strength.
Multi-channel campaigns with offline and online experiences create synergy and amplify reach, ensuring the message resonates with a wider audience across various platforms.
Engaging fans through interactive events and social media strengthens brand loyalty and conversation, fostering a sense of community and shared experience.
Conclusion:
Pepsi’s “Is Pepsi OK?” campaign demonstrates the power of acknowledging and subverting brand perceptions. The campaign’s humor, celebrity leverage, and multi-channel execution successfully shifted brand image, increased engagement, and boosted sales. This case study offers valuable insights for marketers planning bold and impactful campaigns that address brand challenges and connect with audiences in meaningful ways.
Also Read: A Case Study on Budweiser: “Wassup?” Brand Campaign
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