After revealing a new tagline in January, Pepsi is now ready to take it’s slogan to heart with a new campaign.
Pepsi is focusing on two new drink flavors: Pepsi Vanilla Zero Sugar and Pepsi Wild Cherry Zero Sugar (a returning flavor). The brand recently released the two drinks as one, Pepsi Cherry Vanilla, but after analyzing consumer feedback, decided to release the flavors as two separate drinks. The beverages are starring in separate ad spots, set to LMFAO’s “Sexy and I Know It” and The Weeknd’s “Blinding Lights”, that will air on TV, digital and social media. In addition to the video ads, Pepsi has created a set of shareable GIFs through the platform Giphy. The themed GIFs include dancing Pepsi flavored cans and animated text lines that say things such as “chillin” and “let’s party!”
Creating GIF’s is a unique marketing strategy because of how widely shareable they are across various platforms. Pepsi hopes by creating its own line of GIF’s, fans that were anticipating the two new flavors will share them online, thus building buzz around the campaign. Pepsi often utilizes social media to its advantage, having strategically promoted 65% of its organic posts in the past year according to a Gartner report. Making use of social media can not only help Pepsi promote its latest beverages, but also tap into the multiple generations of online fans.
Pepsi’s new marketing push lets fans have some fun with its drinks and encourages other brands to take unique digital approaches to beverage promotion.