Pepsi pinpoints persevering parents in its new Zero Sugar promotion.
In “Zero Sugar, Zero Compromise“, Pepsi calls out parents whose idea of date night has become a fifteen-minute drive to a takeout window. Especially during the pandemic, the brand believes these consumers in particular have compromised enough. The spot runs across TV, digital, and radio. In an effort to specifically target busy men in their 30s and 40s who might be making the switch to sugar-free soda, the ad narrator is an older male voiceover.
Pepsi has been building up a knack for micro-targeting, having zeroed in on consumers for whom sleep became a stolen pleasure due to the pandemic with its recently launched bedtime drink, Driftwell. Along with a need for quality sleep, consumer cravings for food and drink of all kinds skyrocketed when the pandemic hit, according to Gartner’s Digital IQ Index: Food & Beverages. Brands from Eggo Waffles to Tostitos are pulling out all the stops to snatch the attention of consumers in the already-oversaturated market. That said, it makes sense that Pepsi would want to perk up its product promotion with a new kind of currently trending personalization that uses voice-over as the medium for making an emotional connection with viewers. Pepsi leaned on data to identify and validate both behaviors it was looking for in its audience (everyone from hockey fans to late-show viewers to, unsurprisingly, gamers), and plans to stay on alert for cultural changes to evolve its ad accordingly.
As the crisis makes gathering in groups difficult to do, voiceovers, which can be done singularly from most places, is an excellent and effective tactic for brands of all backgrounds. In addition to personalized voiceovers, brands can also consider livening up the screen with animations and illustrations, something Pepsi also implemented in its Driftwell campaign. When treading into such territory, however, marketers will need to be mindful of not keeping away from deepfake dangers and instead look to their own imaginations to depict ads, as Chobani executed beautifully in its utopia-style commercial last month.