Advertising & Branding
Pepsi Holiday Campaign
Goal
Position Pepsi as the go-to choice for the holidays, creating meaningful connections and enhancing the festive experience. By leveraging the insight that the holidays are a time when people crave genuine connection, we aim to develop a social campaign that disrupts the routine, encouraging people to choose Pepsi as the refreshing alternative to the default. Through our deliverables, we will highlight how Pepsi makes the season more memorable, fostering deeper connections and ultimately driving brand preference. Our strategy will demonstrate that Pepsi is not just a beverage but a catalyst for bringing people together, especially during a time when loneliness is prevalent.
“A recent study reveals that most partners tend to be remarkably alike, sharing up to 89% of their traits.”
(Kluger, Opposites Don’t Attract: Why You and Your Spouse Are so Much Alike. TIME, 2023)
Concept
“The End of Flat Conversations”
a Pepsi x Bumble Collab
Target Audience
Single young individuals in their mid-20s who seek genuine connections and meaningful experiences. They are passionate about finding a partner with similar interests and are eager to engage in local social activities, especially during the holiday season.
Key Message
Sharing similar unique interests and quirks can strengthen your relationship.
Concept Deep-Dive
Join Pepsi and Bumble as they collaborate to bring an end to dull, uninteresting, and uninspired interactions by connecting individuals through shared quirks and interests. Together, these brands enhance connections on the dating app by adding excitement and fizz to conversations, making them more lively, enjoyable, and successful. Through various holiday-related touch points, Pepsi and Bumble are working to help users form strong connections that will withstand the cuffing season.
Brand Film
Watch as a guy confidently tells you not to settle for the 'cookie cutter' partner. He reminds you that true connections are built on shared interests and passions, inspiring you to seek your perfect match instead of settling for someone who doesn't truly understand you.
Out Of Home
Mock-ups showcasing our out-of-home advertising designs strategically positioned in bustling metropolitan areas to effectively engage large audiences.
Packaging
The packaging for this bottle will feature Bumble’s logo to highlight the collaboration. Inside the label, you'll find a holiday hot take designed to spark conversation, along with a unique code and a link to a website where you can enter the code to redeem your prize.
Website
The website serves to bridge our physical product, Pepsi, with our digital product, the Bumble app. Visit pepsi.com, enter your Pepsi Code, and spin the wheel to claim your prize and unlock access to the exclusive Pepsi Channel on the Bumble app.
App Takeover
In the Bumble app, an exclusive channel will be accessible only with a code redeemed on the Pepsi website. Within this channel, you'll connect with others who share your unique interests and are also seeking their perfect match. The channel will feature an event page tailored to your interests, helping you discover local events where you're more likely to meet someone with similar passions. Additionally, an AI feature will be available to assist when you're at a loss for words, ensuring your conversations flow smoothly.
Demo
A visual walkthrough of the digital customer experience, from redeeming the code to accessing the app and exploring all its exclusive features.