Pepsi: Press play

Pepsi formed the biggest T-pop collaboration in history between two of the hottest pop groups in Thailand, PROXIE and 4EVE, to establish a strong and meaningful connection with youngsters aged 15 to 24 years old, enhance brand image, and foster genuine engagement and brand loyalty.

Campaign details

Brand: PepsiAgency: ZenithRegion: APAC

Strategy

Objective

Pepsi is currently facing a pressing challenge in launching its new campaign targeted at Generation Z. The brand's objective is to establish a strong and meaningful connection with the target audience while simultaneously enhancing brand image and fostering lasting brand recall during the campaign period.

The brand team and media team have encountered difficulties in identifying the optimal media execution for this campaign. The primary concern lies in determining the most effective approach that resonates with Gen Z, fostering genuine engagement and brand loyalty.

Despite the prevailing...

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