Much more than fizz: Pepsi pops open mobile marketing campaign
Tie-ins, joint branding with other power brands, artists and in-store point-of-sales promotions using the mobile channel have been some of the ways Pepsi has raised impulse buying and strengthened its brand over the years.
The challenge
The goal has been to increase impulse buying of Pepsi by activating consumers and creating in-store attention utilizing the mobile phone as an interactive promotional tool. To do so, the campaigns must generate interest among retailers to get more attention for the brand and better exposure in stores.
Pepsi has been a client since 2002 and has pioneered mobile marketing focused on consumer actions. Each year we have developed new and improved campaigns based on experiences from previous activities.
The solution
The mobile channel has been used in stand-alone campaigns and as an integrated part of other channels and activities.
The strategy has been to stimulate frequent purchases by consumers of Pepsi. Using the mobile channel, Pepsi can communicate directly with its target group and give the consumer a unique experience linked to the brand. Joint branding with selected power brands and/or artists in the target group has been another cornerstone.
In-store attention has been underpinned with campaign-specific labels on bottles and other point-of-sales material. Competitions have been a common way to trigger consumer actions, with generous prizes providing all contestants will get free ringtones, pictures and so on.
The mobile campaigns have proven to be more brand building than traditional action marketing.
Throughout the years, the Pepsi campaigns have evolved from a marketing perspective and a technical viewpoint. Following are some highlights:
2002-2003: Pepsi bottles with James Bond theme from the movie Die Another Day. SMS competition with a unique code per bottle. “Text your best suggestion for next Bond movie title and win a Nintendo.” All participants were rewarded with the theme music from James Bond as ringtone.
2004: Pepsi Max Mobile Music co-funded by Telia and SonyEricsson. “Text your unique code and get ringtone, wallpaper and screensaver from Beyoncé. Reply with your most maxed experience to win a brand new SonyEricsson.”
2005: Pepsi Max Can-Fu campaign for Swedish and Finnish market. Integrated campaign with other channels. Competitions and lots of content mms, ringtones, games etc made many consumers participate multiple times.
2006: Pepsi FIFA World Cup 2006 with David Beckham. “Text your unique code on your Pepsi bottle and compete to win mp3 players and to meet David Beckham”.
2007: Pepsi Max and Black Eyed Peas. The most advanced solutions so far with a client for download to the mobile handset. The client was used to play quizzes, read about Black Eyed Peas, download content and so on and was an excellent tool for Pepsi to trigger interactions with consumers.
2008: Pepsi Euro 2008. TV ads, web site and mobile site branded with Fredrik Ljungberg in Sweden. Competitions and content.
Results
The mobile campaigns have proven to be more brand building than traditional action marketing. Pepsi establishes a dialogue with consumers and the brand sticks in their mobile phones. Co-funding with mobile partners reinforces the concept. Competitions and generous mobile content broadens target group and stimulates repeat purchases.
And most importantly: sales records. The mobile campaigns have both been successful towards consumers and retail chains, which have provided exposure and floor space even where it is usually hard to enter.
About Pepsi
The market for carbonated soft drinks can be divided into three dominating segments – cola, lemon/lime and orange. The cola segment is largest with over 50% of the total volume. Among producers of cola-flavored soft drinks is Pepsi number two with a global market share of 28%.
Pepsi has chosen to use music and football in their marketing and many famous artists and soccer players are or have been profiled Pepsi stars.
The drink was first made in the 1890s by US pharmacist Caleb Bradham. Pepsi-Cola began selling its products outside the United States and Canada in the mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly beginning in the 1950s. Brands include Seven/Up, Aquafina, Gatorade and Tropicana among a number of local brands.
For more information, please contact:
Danmark: Peter Lustrup, +452177 7065
Sweden: Martin Edwall, +46733818080
Norway: Torve Indahl, +47 91352299
Finland: Jari Anttonen, +358 50 381 8937
Fact: Much more than fizz: Pepsi pops open mobile marketing campaign
- Customers:
- PepsiCo
- Industry:
- Food and drink
- Country:
- Sweden
- Year:
- 2005, 2006, 2007, 2008
- Concepts:
- Mobile Campaigns
- Accompanying media:
- SMS, IVR, Mobile coupon, Mobile portal, Mobile content
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